Under the latest proposal, AI-generated or synthetically created content must carry a “continuous” and “clearly visible” label throughout its entire duration in any visual display.
“In the said rules, in rule 3, in sub-rule (3), in clause (a), in sub-clause (ii), for the words, `that ensures prominent visibility in the visual display’, the words and punctuation `that ensures continuous and clearly visible display of such label throughout the duration of the content, in a visual display’ shall be substituted,” the IT Ministry said as per PTI.
This marks a shift from the earlier requirement of ensuring only “prominent visibility” of such labels.
Also Read: AI content labeling, creator compensation under discussion, says MeitY Secretary S Krishnan
The proposed changes come alongside earlier draft rules that empower the Ministry of Information and Broadcasting to flag and take down news-based content shared by users.
Importantly, the new labeling norms are not limited to AI companies or social media platforms, but extend to all users generating or sharing such content.
MeitY said the additional amendments have been placed in the public domain to allow stakeholders to examine and submit feedback along with comments on earlier draft proposals.
Also Read: Government tightens rules on AI content, bans child abuse material and mandates clear labeling
Earlier this year, the government tightened norms for social media platforms, mandating the removal of unlawful content within three hours and requiring clear labeling of all AI-generated and synthetic material.
At the time, the government said the move was driven by the increasing misuse of AI to create and circulate obscene, misleading, and fake content across platforms.
The latest proposed changes now go a step further by requiring such AI labels to remain visible for the entire duration of the content.
