The Ministry of Electronics and Information Technology (MeitY) has proposed tougher rules to clearly mark AI-generated content on digital platforms. The move comes as AI-made images, videos, audio, and text are rapidly increasing online, raising concerns about deepfakes and misinformation. Along with this update, the Ministry has also extended the deadline for public feedback on the draft rules from April 29 to May 7, giving stakeholders more time to respond. What is changing in the rule? MeitY has suggested an important change in Rule 3(3)(a)(ii) of the draft amendments to the IT Rules. Earlier, platforms were required to show AI labels with “prominent visibility.” Now, the Ministry wants labels to remain “continuous and clearly visible throughout the duration of the content.” This means: The rule will apply to AI-generated images, videos, audio, and text shared online. Why this update matters Though the wording change looks small, it makes the rule much stricter. Platforms will now have to ensure users always know when they are viewing AI-created material. This step aims to: As AI tools become more powerful, such safeguards are becoming increasingly important. Extra time given for public feedback Making changes while draft rules are still open for consultation is unusual. However, MeitY said the extension will help stakeholders review the latest updates carefully and share their suggestions. The draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 were first released on March 30, and the consultation process is still ongoing.
