Government Proposes Stricter AI Content Disclosure Regulations

The government has proposed new regulations requiring continuous labeling of AI-generated content throughout its display. This initiative aims to enhance transparency and combat the misuse of artificial intelligence in creating misleading information. Stakeholders are invited to provide feedback on these changes, which also seek to regulate content shared by influencers and non-publisher users. The Ministry of Electronics and IT emphasizes the importance of clear labeling to protect users from deceptive content. As the deadline for feedback approaches, concerns about the implications of these regulations continue to surface, highlighting the need for a balanced approach to digital content governance.

By Narendra Chaudhary Apr 22, 2026, 00:28 IST

New Disclosure Norms for AI-Generated Content

On Tuesday, the government introduced proposals for enhanced disclosure requirements concerning AI-generated content. The suggested modifications to IT regulations would mandate that labels identifying synthetic information remain visible throughout the entire duration of any visual display. This change aims to replace the previous guideline that only required 'prominent visibility' of such labels.

The Ministry of Electronics and IT (MeitY) has also extended the deadline for stakeholder feedback on these amendments to May 7, moving it from the previously adjusted date of April 29, 2026. The IT Ministry noted that the new draft amendments include a revision to Rule 3(3)(a)(ii), which now emphasizes the need for a continuous and clearly visible display of labels for synthetic information during the entire content presentation.

In a separate announcement, the Ministry clarified that the phrase 'ensures prominent visibility in the visual display' will be replaced with 'ensures continuous and clearly visible display of such label throughout the duration of the content, in a visual display.' This adjustment is part of the government's effort to provide stakeholders with an opportunity to review and comment on the proposed changes alongside the earlier draft amendments.

The Ministry assured that all feedback submitted will be treated confidentially, allowing individuals to express their opinions without fear of disclosure. Earlier this year, the government had already tightened regulations for social media platforms like YouTube and X, requiring the removal of illegal content within three hours and mandating clear labeling of all AI-generated and synthetic content. This was deemed necessary due to the increasing misuse of AI for creating and disseminating misleading and inappropriate content on social media.

The latest proposals extend the requirement for AI label visibility to cover the entire duration of the content. The Internet Freedom Foundation (IFF) expressed concerns on X, stating that suggesting changes during an ongoing public consultation could lead to 'consultation fatigue' and reflects a pattern of reactive policy-making rather than structured feedback processes.

The IFF also pointed out that the new requirement for continuous and clear visibility of labels for synthetic information applies to all users of social media and AI tools, not just digital news platforms. Additionally, the proposed amendments aim to bring 'news and current affairs content' shared by non-publisher users, such as influencers and content creators, under the same legal framework that governs registered news publishers.

On April 7, following public backlash, MeitY engaged with social media platforms and civil society representatives to address their concerns. IT Secretary S. Krishnan indicated that the ministry is receptive to suggestions and is working within the bounds of existing regulations and constitutional provisions. Another contentious aspect of the draft amendments is the requirement for intermediaries to comply with clarifications, advisories, SOPs, and guidelines issued by the IT Ministry, a move that civil society groups have criticized as extending legal obligations beyond the original statute.