VFX expert Arun Kumar calls for law to mandate bold labelling of AI on social media amid Janhvi Kapoor, Keerthy Suresh flagging misuse | HT Exclusive

VFX expert Arun Kumar has called for a law requiring social media platforms to use prominent labels on AI-generated content. His comments come as actors Janhvi Kapoor and Keerthy Suresh have flagged the misuse of digital technology.

AI adds a new route for fabricated content

Arun said manipulated media existed well before artificial intelligence became widely available. Body doubles, Photoshop and visual-effects techniques such as cloning and morphing had already been used to create fake content.

He described AI as another tool being used to produce such material, including by people seeking to make money quickly. A mandatory and clearly visible label could distinguish AI-created material from other content shared online.

Existing legal remedies

Arun also pointed to legal options that are already available for removing objectionable content. His comments therefore focus on both transparency and enforcement: users should be able to identify AI-generated material, while problematic posts can be addressed through existing legal channels.

The debate places the visual-effects industry and social media platforms at the centre of a wider discussion about how fabricated content is created, identified and removed. With AI joining older editing and VFX methods, the demand for clearer disclosure has gained greater relevance.

Call for clearer disclosure

Arun’s proposal is for legislation that would make bold AI labelling a requirement rather than leaving disclosure to voluntary practice. The call follows public concerns over the misuse of technology and highlights the need for greater clarity around digitally altered content.