India’s Ministry of Electronics and Information Technology (MeitY) has introduced a revision to its proposed amendments to the IT Rules, imposing more rigorous standards for identifying content created by artificial intelligence on digital platforms. The ministry has also prolonged the period for public input on these updates, shifting the deadline from April 29 to May 7. This adjustment occurs amid growing use of AI-produced images and videos on social networks, alongside rising worries about deepfakes and false information.
MeitY Adjusts AI Identification Guidelines
In an update released by MeitY on Tuesday, the ministry adopted a more stringent stance on marking AI-generated material. Specifically, it suggests altering Rule 3(3)(a)(ii), which addresses how platforms present these identifiers. Previously, platforms needed to provide ‘prominent visibility’ for the labels; this has now been updated to require ‘continuous and clearly visible display’ of the label for the entire time the content is viewable.
Though the revision may seem subtle, the emphasis on ‘continuous and clearly visible’ is significant. It mandates that for any AI-created content—whether an image, video, audio, or text segment—platforms must maintain the label in plain sight as long as the material is on screen. Consequently, short-lived or fleeting indicators that vanish quickly will not suffice.
The notice explained that to allow interested parties time to review and comment on these new adjustments alongside the prior draft, the additional proposals are being made available for public review.
Altering a draft during its review stage is not common, but to give stakeholders adequate opportunity to assess the updates and offer input, MeitY has extended the submission deadline from April 29 to May 7. The ministry initially released the draft changes to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, on its site on March 30.
