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.

In a major move to clean up the digital landscape, the Indian government has officially shortened the clock for social media giants. Starting February 20, 2026, platforms like X (formerly Twitter), YouTube, Meta (Facebook and Instagram), and Snapchat must remove flagged deepfakes and illegal AI content within just three hours.

The Ministry of Electronics and Information Technology (MeitY) notified the amendments to the IT Rules 2021 on Tuesday. This update shifts the responsibility squarely onto the platforms to ensure that "synthetically generated information" does not mislead the public or cause harm.

Mandatory Labelling and Digital Watermarks

One of the most significant changes is the mandatory labelling of AI-generated content. Under the new Rule 3(3), any content created or modified using AI must carry a clear, prominent label.

• Metadata Identifiers: Every AI post must have a unique, permanent metadata tag embedded in its code. This "digital fingerprint" cannot be hidden, edited, or deleted.

• Visibility Standards: For videos and images, the AI label must be easy to spot. For audio, a disclosure must be heard within the first few seconds of the clip.

• Verification Tools: Platforms are now required to provide technical tools that can verify if a piece of content is AI-generated before a user even hits the "upload" button.

Why the 3-Hour Rule Matters Now

The urgency comes after several high-profile incidents. From the viral deepfake of actress Rashmika Mandanna to a manipulated video of cricket legend Sachin Tendulkar promoting a gaming app, the speed at which misinformation spreads has outpaced traditional 36-hour removal windows.

By slashing the deadline to three hours, the government aims to stop "viral" misinformation in its tracks, particularly during sensitive periods like elections or when personal reputation is at stake.

Quarterly Warnings for Users

It’s not just the platforms under scrutiny; users are also being put on notice. Social media companies must now send quarterly warnings to their users. These notifications will remind people of the legal consequences—including potential criminal charges—for creating or sharing deceptive AI content.

"The goal is an open, safe, and accountable internet," a MeitY official stated. "Delayed removals lead to irreversible damage. We are ensuring the law keeps pace with technology."

Expert Perspective: The Cost of Compliance

While digital rights activists have largely welcomed the move to curb deepfakes, industry experts suggest a steep climb ahead for tech companies.

Practical Takeaways for Creators:

• Always Disclose: If you use AI tools to generate or heavily edit a post, use the platform's built-in "AI label" feature to avoid account strikes.

• Verify Sources: Before sharing "shocking" celebrity videos, check for the mandatory metadata or official labels.

• Stay Informed: Familiarize yourself with the new rules to avoid accidental violations that could lead to account suspension.

As the February 20 deadline approaches, the digital world watches to see if social media giants can scale their moderation speed to meet India’s new, aggressive standards.