Govt proposes “prominent visibility” of AI labels in whole of AI-generated content

The tweaks to the IT Rules require clear and continuous labels identifying synthetically generated information (SGI) to be visible throughout the entire duration of the visual display

The Centre, on Tuesday, has proposed for stricter disclosure norms for content generated by artificial intelligence (AI), proposing tweaks to IT rules that would require clear and continuous labels identifying synthetically generated information (SGI) to be visible throughout the entire duration of the visual display.

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The amendment would replace the earlier requirement of ensuring “prominent visibility” of AI labels under the IT rules. Adding this to the draft IT Rules, among other changes, the government also proposes to bring independent news creators on its radar and mandate compliance with advisories — the Ministry of Electronics and IT (MeitY) has extended the deadline for stakeholder feedback to May 7 from the once-already-extended timeline of April 29.

“In addition to the draft amendments already placed in the public domain, further changes have been proposed in Rule 3(3)(a)(ii), which requires continuous and clearly visible display of label for synthetically generated information throughout the duration of the content in visual display,” MeitY said in a notice.

In another notice, it said the wording “ensures prominent visibility in the visual display” will be substituted with the language: “ensures continuous and clearly visible display of such label throughout the duration of the content, in a visual display”.

submit feedback

MeitY said that it was placing the additional amendments in the public domain for consultation in order to provide stakeholders an opportunity to examine and submit feedback on the additional changes.

The submissions will be held in fiduciary capacity in MeitY and not be disclosed to anyone at any stage, enabling persons to submit feedback/ comments freely without any hesitation, it added.

Meanwhile, Internet Freedom Foundation (IFF) said that suggesting changes within the window of a pre-existing public consultation process in which thousands of Indians have voiced opposition is likely to result in, ‘consultation fatigue’ and at the very least demonstrates a pattern of ad-hoc policy making than one which accounts for structured and planned feedback.

Importantly, consultation processes are important for democratic decision making and placing the responses in the public domain would ensure meaningful engagement and participation by stakeholders.

“It would also allow for better analysis, understanding, and fair critique of the various perspectives put forward. We, therefore, urge MeitY to place the comments and feedback on their website in the interest of democracy and transparency,” it added.

Earlier tweaks

Earlier this year, the government tightened rules for social media platforms such as YouTube and X, mandating the takedown of unlawful content within three hours, and requiring clear labelling of all AI-generated and SGI content.

At that time, it said the move was necessitated by the growing misuse of AI to create and circulate obscene, deceptive and fake content on social media platforms.

Published on April 21, 2026