India’s Ministry of Electronics and Information Technology has proposed stricter rules for labelling AI-generated content on digital platforms, while extending the deadline for public feedback on draft IT Rules amendments to May 7.
In a fresh notice issued Tuesday, the ministry revised a key provision requiring platforms to ensure “continuous and clearly visible display” of labels for AI-generated content. The earlier draft had asked for “prominent visibility,” but the updated wording mandates that labels remain visible throughout the entire duration of the content.
The change means that temporary or disappearing labels will no longer be sufficient. Platforms will need to ensure that AI labels remain consistently visible across formats, including images, videos, audio, and text.
The proposal comes amid rising concerns over deepfakes and misinformation as AI-generated content becomes more widespread across social media.
The ministry said the additional changes have been placed in the public domain to allow stakeholders to review and respond. To accommodate this, the feedback deadline for the draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 has been extended from April 29 to May 7.
The draft rules were first published on March 30 and remain under consultation.