The Indian government has proposed tightening IT Rules to identify AI-generated content online. The new proposal requires 'continuous and clearly visible display' of labels throughout the video duration, ensuring viewers know the content is synthetic from the start to the end.
The primary driver is the growing misuse of Artificial Intelligence, leading to misinformation and misleading users. Meity officials argue that a permanent label is more practical and transparent, as compliance with the previous mandate of 'prominent visibility' label was not satisfactory.
The proposed 'continuous label' mandate is part of a larger set of IT Rules amendments, which also include mandatory compliance of social media platforms with IT Ministry-issued advisories and influencer regulations.
Digital advocacy groups have raised concerns about consultation fatigue, ad-hoc policy making, and claims of legal overreach. The government has extended the deadline for stakeholders to submit their feedback to May 7, 2026.
