Government Proposes Stricter AI Content Labelling Rules; Mandatory Visible Tags for All Users, Feedback Open

The Ministry of Electronics and Information Technology has proposed tougher rules for AI content labelling under the IT Rules, and invited public comments on the draft amendment until May 7. The move aims to ensure AI-generated visuals always show clear labels, so viewers know when content is synthetic.

New IT Rules Draft: AI-Generated Content Must Carry Continuous, Clearly Visible Labels

The draft says every piece of AI-generated or synthetic visual content must display a label that is both "continuous" and "clearly visible" for the entire time it appears on screen. This goes beyond the earlier condition that required only "prominent visibility" of such notices during display.

Detailing the change, the ministry stated, as per PTI, that in rule 3, sub-rule (3), clause (a), sub-clause (ii), the earlier text will be replaced. The new wording will require "continuous and clearly visible display of such label throughout the duration of the content, in a visual display".

Government Tightens AI Rules: 3-Hour Takedown, Mandatory Labels to Curb Fake Content

The latest proposal builds on steps announced earlier this year, when the government revised obligations for social media platforms. Companies were directed to delete unlawful content within three hours of reporting and to apply clear labels to all AI-generated and other synthetic material shared on their services.

The government had then said these measures were needed because AI tools were being misused to create and spread obscene, misleading and fake content across platforms. Authorities also banned any AI content linked to child abuse and insisted on stronger AI content labelling rules to curb such material online.

AI Labelling Rule to Apply to All Users; Mandatory Tags for Creators and Sharers

Under the new draft, the AI content labelling obligation is not restricted to AI firms or major platforms. Every user who creates or forwards AI-generated visuals will need to keep labels visible for the full duration. The proposal sits alongside earlier draft rules that allow the Ministry of Information and Broadcasting to flag and remove news-based posts.

MeitY Invites Public Feedback on AI Rules Till May 7; New Draft Under Review

Meity has placed the additional AI content labelling proposals in the public domain, asking stakeholders to send feedback on these fresh changes as well as on previous draft amendments. The consultation, which runs until May 7, is expected to help refine how AI-generated content is identified and handled across digital services.