Check for fake content on social media

India's Ministry of Electronics and Information Technology (MeitY) has proposed stricter guidelines for labelling AI-generated content on online platforms. The key change targets Rule 3(3)(a)(ii), replacing the requirement for "prominent visibility" of AI labels with "continuous and clearly visible display throughout the duration of the content." This means platforms must show AI labels at all times while the content is on screen not just briefly or intermittently.

The updated rule applies to all forms of AI generated content, including images, videos, audio, and text. Platforms will no longer be permitted to use temporary, flashing, or disappearing labels. This change comes amid a surge in AI generated media on social platforms and growing concerns over deepfakes and misinformation spreading unchecked.

To give stakeholders adequate time to review and respond to these additional changes, MeitY has extended its public consultation deadline from April 29 to May 7, 2025. The draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, were originally published on March 30, making this mid-consultation revision an unusual but necessary step to ensure transparent policymaking.