New Delhi — The Government of India has proposed a significant tightening of its digital regulations, focusing on transparency in artificial intelligence (AI)-generated content. The draft amendments, released by the Ministry of Electronics and Information Technology, aim to ensure that viewers can clearly identify AI-generated videos at all times during playback.
Key Proposal: Labels Must Be Visible Throughout
Under the current framework, AI-generated content is required to carry a clear label or watermark. However, the proposed update goes a step further by mandating that such labels remain continuously visible on screen from start to finish.
This means that:
- Labels cannot appear only at the beginning or end of a video
- They must remain visible for the entire duration
- There should be no situation where the label “appears intermittently”
In simple terms, if a video is created using AI, viewers should be able to identify it immediately—whether they start watching at the beginning, middle, or end.
Why the Change Is Being Proposed
Officials say the move is driven by growing concerns over the misuse of AI, particularly in creating highly realistic but misleading videos. Such content has the potential to spread misinformation and deceive audiences.
By enforcing continuous labeling, the government aims to:
- Increase transparency in digital media
- Prevent users from being misled by realistic AI-generated visuals
- Ensure that even partial viewers are aware of the content’s artificial nature
Authorities noted that compliance under the earlier “clearly visible” rule was inconsistent. For example, a five-minute AI-generated video might display a label only for the first few seconds—making it easy for viewers who join later to miss it entirely.
Impact on Platforms and Tech Companies
Major social media platforms such as YouTube, Meta, and X will be required to ensure that such labels remain visible at all times.
Additionally, companies that develop AI content-generation tools will need to integrate persistent labeling systems into their technologies to comply with the proposed rules.
Other Controversial Provisions
The draft amendments also include broader regulatory changes that have sparked debate:
- Mandatory Compliance with Government Advisories:
Social media platforms may be legally required to follow government-issued advisories, guidelines, and standard operating procedures (SOPs). - Rules for Influencers and Content Creators:
Individual creators posting news or current affairs content could soon be subject to the same legal framework as registered digital news publishers—raising concerns about increased regulatory burden.
Consultation Process Underway
The government has opened the draft for public consultation and extended the deadline for stakeholder feedback until May 7, 2026. Inputs are being invited from platforms, civil society groups, and the general public.
The ministry has assured that all responses will be kept confidential to encourage honest and independent feedback. After the consultation process concludes, the government will decide on the final version of the amended IT rules.
What Happens Next
If implemented, these rules could reshape how AI-generated content is presented and regulated in India’s digital ecosystem. While the move is seen as a step toward greater transparency and accountability, critics argue it may also raise concerns about overregulation and freedom of expression.
The coming weeks will be crucial as stakeholders weigh in on what could become one of India’s most impactful digital policy updates.