Govt Rolls Out Stricter Norms for AI Content: ‘Continuous’ Labelling Mandatory

MeitY mandates permanent marking of synthetic visuals, extends public feedback deadline for new IT rules

The Ministry of Electronics and Information Technology (MeitY) has introduced tougher provisions for AI-generated content, mandating that all synthetically produced visual material carry a label that remains visible for the entire duration of its display. The move directly targets the rising threat of deepfakes and digital misinformation.

Major Shift in Labelling Rule

The proposed amendment modifies Rule 3(3)(a)(ii) of the draft IT Rules. Earlier drafts required “prominent visibility” of AI labels. The revised clause now demands “continuous and clearly visible” labelling throughout the content’s lifecycle. Officials confirmed that flashing warnings or temporary disclaimers will no longer suffice.

What ‘Continuous Labelling’ Means

Under the new framework, any AI-generated image, video, or audio clip shared on digital platforms cannot hide its synthetic origin after a few seconds. Labels must remain static and readable on screen. For text-based AI content, platforms will need to embed metadata markers. The rule applies to all intermediary platforms operating in India.

Why MeitY Tightened the Norms

Sources indicated that the decision follows a sharp rise in manipulated visuals circulating on social media. Several deepfake incidents targeting public figures and electoral processes prompted the urgency. The government aims to reduce public confusion between real and fabricated events. The move also seeks to hold platforms accountable for unlabelled synthetic content.

Unusual Mid-Consultation Update

Making substantive changes while the draft rules remain open for public consultation is rare. MeitY confirmed that the amendments are still under review. The Ministry also extended the feedback deadline from April 29 to May 7. Stakeholders, including tech companies and fact-checking organisations, now have additional time to examine the stricter provisions.

Impact on Digital Platforms

Social media giants and content-sharing websites will face compliance pressure. Permanent labelling requires technical changes to video players and image displays. Smaller platforms may struggle with implementation costs. Legal experts note that non-compliance could attract penalties under the IT Act. The rules aim to increase transparency without banning generative AI tools outright.

What Happens Next

MeitY will review public comments until May 7. Following that, the ministry is expected to publish the final version of the amendments. Industry bodies have sought clarity on technical standards for “continuous visibility.” The government has indicated that a phased rollout is likely. For now, the message is clear: synthetic content can no longer hide in plain sight.