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The Ministry of Electronics and Information Technology (MeitY) has proposed a key change to India’s IT Rules that would require platforms to display a clear label on AI-generated content for the entire duration of the content, instead of just making it “prominently visible” at some point.
The consultation process, which began after the draft amendments were placed in the public domain on 30 March 2026, was earlier extended till 29 April 2026. The Ministry has now extended the deadline for stakeholders to submit comments to 7 May 2026, following additional changes to the draft
Continuous AI Label Requirement: Under the current rules, intermediaries must ensure that labels on synthetically generated content are prominently visible. The new draft replaces this with a stricter requirement: labels must be “continuous and clearly visible… throughout the duration of the content” in visual formats. For audio, a clear up-front disclosure is required.
The new requirement replaces the earlier provision under the IT Rules, which mandated only “prominent visibility” of such disclosures.
Stronger AI Content Controls: The proposed change builds on amendments introduced in February 2026, when the government formally defined “synthetically generated information” and imposed obligations on platforms to detect, label, and restrict harmful AI-generated content. These include content that is deceptive, sexually explicit, or linked to illegal activities such as creating false documents or facilitating crimes.
The draft rules go further by requiring platforms to embed permanent metadata or identifiers in AI-generated content, making it traceable to the originating system. Platforms would also be barred from allowing users to remove or alter such labels or identifiers.
Expanded Platform Liability: In addition, the amendments expand intermediary liability and compliance obligations. A new provision mandates that intermediaries must comply with all “clarifications, advisories and directions” issued by MeitY, provided these are issued in writing and specify their legal basis. Compliance with such directions would count toward the due diligence required under Section 79 of the IT Act, which governs safe harbour protections.
Concerns Over Process: However, the digital rights group Internet Freedom Foundation (IFF) has raised concerns about the updated draft, noting that the repeated layering of amendments during an ongoing consultation could lead to what it described as “consultation fatigue.” It also flagged concerns over the approach to feedback handling, pointing to MeitY’s statement that submissions will be held “in fiduciary capacity” and not made public, arguing that this limits transparency in a process that shapes digital governance rules. The organisation has urged that public comments be disclosed to enable broader scrutiny and participation.
Stakeholders can submit comments in MS Word or PDF format to [email protected] by 7 May 2026.
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