The Ministry of Electronics and IT (MeitY) has proposed tighter disclosure norms for labelling artificial intelligence (AI)-generated content under amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
Under the revised proposal, disclosures must now be persistent and continuously visible for the entire duration of the content, going beyond the earlier requirement of “prominent” labelling. The rule will apply to all users of social media platforms and AI tools, not just digital news publishers.
Further, to allow stakeholders more time to review and provide feedback on both the earlier draft and the newly proposed changes, the ministry has placed the additional amendments in the public domain for consultation. The deadline for submissions, which was earlier set for March 30, 2026 and later extended to April 29, 2026, has now been further pushed to May 7, 2026.