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EXPLAINER: Always-on, unmissable labels - what govt's continuous on-screen AI-marker proposal is about
India's government proposes amendments to IT Rules requiring AI-generated content to display a persistent on-screen label for the entire duration of viewing. The change from 'prominent visibility' to 'continuous and clearly visible display' would apply to platforms and AI-tool users, and is part of broader amendments including advisories and influencer regulations. Digital rights groups warn about increased regulatory power and consultation fatigue.
Why It Matters
If enacted, it would standardize perpetual AI labeling, increasing transparency but expanding regulatory reach over online speech.
Timeline
3 Events
Deadline for stakeholder feedback extended
April 22, 2026
The government extended the feedback deadline to May 7, 2026. MeitY said that feedback would be collected in fiduciary capacity, with respondents' identities not disclosed to encourage open comment. After the consultation period, the government will consider the final version of the amended IT Rules.
Article reports details, rationale, and pushback on the proposals
April 22, 2026
The article describes the rationale for an always-on AI label to curb misinformation from AI-generated content and notes that the labeling would apply to platforms and AI tools. It also highlights other proposed provisions, such as mandatory compliance with ministry advisories and influencer regulations, and cites concerns from the Internet Freedom Foundation about consultation fatigue and potential overreach.
Draft IT Rules amendments circulated for public comments
April 21, 2026
The Ministry of Electronics and Information Technology circulated draft amendments to the IT Rules for public comment, proposing to replace 'prominent visibility' with 'continuous and clearly visible display for labels' for AI-generated content. The amendments would require labels to persist for the entire on-screen duration and would apply to social media intermediaries and users of AI generation tools.