MeitY Proposes Stricter Disclosure Norms for AI-Generated Content to Ensure Continuous Visibility

In a decisive move to combat the spread of misinformation and deepfakes, the Ministry of Electronics and Information Technology (MeitY) has proposed stricter disclosure norms for AI-generated content. The newly proposed tweaks to the IT rules would require continuous labels identifying synthetically generated information to remain visible throughout the entire duration of a visual display. This significantly tightens the previous mandate, which only required "prominent visibility" of AI labels. The proposed changes aim to ensure that consumers are constantly aware when interacting with artificially generated media, thereby protecting the integrity of digital information platforms across the country. Tech companies and content platforms will now need to innovate their interface designs to seamlessly comply with these rigorous transparency standards.