This piece argues that labelling alone cannot solve the deepfake problem, because synthetic content can be stripped of its provenance well before it reaches the public that needs protecting.

The article explores the challenges and shortcomings of SEBI’s proposed AI/ML liability framework, particularly its reliance on senior management accountability, while suggesting alternative governance models informed by global best practices, and aims to contribute to the ongoing discourse on corporate and commercial law and aims to contribute to the ongoing discourse on corporate and commercial law.