Govt Proposes Stricter AI Norms: Continuous Watermarks Mandatory for Synthetic Media
The government also extended the deadline for stakeholder feedback on the draft rules to May 7, 2026.
New Delhi: The Centre on Tuesday proposed amendments to the IT Rules, 2021, mandating stricter disclosure norms for artificial intelligence (AI)-generated content, including continuous on-screen labelling. It also extended the deadline for stakeholder feedback on the draft rules to May 7. The proposed changes require intermediaries to ensure that AI labels remain clearly visible throughout the entire duration of the content, replacing the existing requirement of “prominent visibility” with a stricter standard of persistent display within the visual frame.
The amendments seek to align the IT rules with recent advisories issued by the ministry of electronics and information technology (MeitY) on risks posed by deepfakes and synthetic media, particularly content circulating without clear attribution.
Detailing the change, the ministry said: “In the said rules, in rule 3, in sub-rule (3), in clause (a), in sub-clause (ii), for the words, 'that ensures prominent visibility in the visual display', the words and punctuation 'that ensures continuous and clearly visible display of such label throughout the duration of the content, in a visual display' shall be substituted,".
The ministry had earlier issued consultation papers on March 30 and April 10, seeking stakeholder input. It has now extended the consultation window for a broader review.
“Stakeholders now have until May 7, 2026, to submit their comments on the proposed changes, 2026. The scope of this draft is comprehensive, covering critical areas such as intermediary compliance, the regulation of artificially generated information, and broader digital media oversight,” the ministry said.
The proposed amendments focus on intermediary compliance and enhanced oversight of AI-generated content.
