MeitY Proposes Continuous Label Visibility for AI-Generated Content

IT Ministry Proposes Stricter Disclosure Rules for AI-Generated Content

The IT Ministry has taken a step towards regulating the use of artificial intelligence (AI) in generating content, proposing a new set of disclosure norms that aim to increase transparency and accountability.

According to the draft IT rules amendment, all AI-generated content must be accompanied by a mandatory, continuous, and clearly visible label throughout the duration of the visual content. This is a departure from the earlier requirement of ensuring "prominent visibility" under the IT Rules. The proposed change is aimed at providing users with clear information about the nature of the content they are consuming.

The IT Ministry has extended the deadline for stakeholder feedback and comments on the draft rules amendment to May 7, 2026, from April 29, 2026. This allows interested parties to review and provide feedback on the additional changes proposed in the draft.

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The proposed amendments to Rule 3(3)(a)(ii) require the continuous and clearly visible display of a label for synthetically generated information throughout the duration of the content in visual displays.

The IT Ministry has placed the draft changes in the public domain for consultation, providing stakeholders with an opportunity to examine and submit feedback on the proposed amendments. The additional changes aim to bring independent news creators under the Centre's radar and mandate compliance with advisories.