.In a move aimed at improving transparency online, the Ministry of Electronics and Information Technology (MeitY) has proposed tighter rules for labelling AI-generated content while giving stakeholders more time to respond.
The Ministry of Electronics and Information Technology (MeitY) has introduced a key revision to its draft amendments to the IT Rules, focusing on stricter guidelines for labelling artificial intelligence-generated content across online platforms. At the same time, it has extended the deadline for submitting feedback from April 29 to May 7. The update comes amid a sharp rise in AI-generated images and videos on social media, along with growing concerns over deepfakes and misinformation.
MeitY tightens AI labelling norms
In a notice released on Tuesday, MeitY proposed a change to Rule 3(3)(a)(ii), which deals with how AI-generated content labels should be displayed. Earlier, platforms were required to ensure “prominent visibility in the visual display” of such labels. This has now been revised to mandate “continuous and clearly visible display of such label throughout the duration of the content, in a visual display.”
The revised wording places stronger responsibility on platforms. It means that for any AI-generated image, video, audio, or text, the label must remain visible on screen at all times. Temporary or disappearing labels will no longer meet the requirement.
MeitY acknowledged the importance of stakeholder input, stating, “In order to provide stakeholders an opportunity to examine and submit feedback on the aforesaid additional changes, along with the earlier draft amendments, it has been decided to place these additional amendments also in the public domain for consultation.”
While modifying draft rules during the consultation phase is not common, the Ministry has extended the deadline to ensure sufficient time for review and feedback. The draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 were originally published on March 30.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.
