MeitY adds stricter AI labelling rule, extends feedback deadline to May 7

Chennai: The Ministry of Electronics and Information Technology (MeitY) has proposed stricter disclosure norms for labelling of AI-generated content under amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 as per a notice on Wednesday.

"Further changes have been proposed in Rule 3(3)(a)(ii), which requires continuous and clearly visible display of labels for synthetically generated information throughout the duration of the content in visual display," the notice said.

This goes beyond the earlier requirement of "prominent" visibility, and now mandates persistent, uninterrupted disclosure for the entire duration of such content. This requirement is applicable to all users of social media and AI tools, and not just digital news platforms.


In order to provide stakeholders an opportunity to examine and submit feedback on the additional changes along with the earlier draft amendments, the ministry said it has decided to place these additional amendments also in the public domain for consultation.

Thus, the deadline for public consultation which was on March 30 and later extended to April 29, has been shifted for the second time and now the revised deadline is May 7.

These amendments are part of a broader effort to align the IT Rules with recent advisories and directions issued by the Ministry regarding the risks of deepfakes and synthetic media. By forcing a continuous display, the government is aiming to prevent the viral spread of misleading AI content.