<p>New Delhi: The Ministry of Electronics and Information Technology (MeitY) on Tuesday proposed tighter disclosure norms for AI-generated content, making it mandatory to display a continuous and clearly visible label on all synthetically generated visual material throughout its entire duration.</p><p>The new requirement replaces the earlier provision under the IT Rules that only mandated “prominent visibility” of such disclosures.</p><p>A Ministry official stated that a watermark or disclosure shown only in the opening seconds of AI-generated content will no longer be enough. The revised rules, if approved, require the label to remain visible on screen for the entire duration of the AI-generated material, said the official. </p><p>This is likely significantly affect short-form video platforms and news broadcasters using AI visuals. </p>.Google Photos app gets AI-powered ‘touch-up’ tools to turn mundane images into photogenic ones .<p>The latest proposal comes as a late addition to a broader package of draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. </p><p>The Ministry had first published the draft amendments on 30 March for public consultation, with a comment deadline of 29 April. On Tuesday, the ministry extended that deadline to 7 May, citing the need to give stakeholders time to examine the new proposal before responding.</p><p>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 IT Ministry said circulating the draft changes for feedback.</p><p>The Ministry said it is placing the additional amendments in the public domain for consultation "in order to provide stakeholders an opportunity to examine and submit feedback on the additional changes along with the earlier draft amendments".</p><p>"In addition to the draft amendments already placed in the public domain, further changes have been proposed in Rule 3(3)(a)(ii), which requires continuous and clearly visible display of label for synthetically generated information throughout the duration of the content in visual display," the IT Ministry said in another notice.</p><p>Adding this to the draft IT rules amendment that, among other changes, proposes to bring independent news creators on the Centre's radar and mandate compliance with advisories. </p>
<p>New Delhi: The Ministry of Electronics and Information Technology (MeitY) on Tuesday proposed tighter disclosure norms for AI-generated content, making it mandatory to display a continuous and clearly visible label on all synthetically generated visual material throughout its entire duration.</p><p>The new requirement replaces the earlier provision under the IT Rules that only mandated “prominent visibility” of such disclosures.</p><p>A Ministry official stated that a watermark or disclosure shown only in the opening seconds of AI-generated content will no longer be enough. The revised rules, if approved, require the label to remain visible on screen for the entire duration of the AI-generated material, said the official. </p><p>This is likely significantly affect short-form video platforms and news broadcasters using AI visuals. </p>.Google Photos app gets AI-powered ‘touch-up’ tools to turn mundane images into photogenic ones .<p>The latest proposal comes as a late addition to a broader package of draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. </p><p>The Ministry had first published the draft amendments on 30 March for public consultation, with a comment deadline of 29 April. On Tuesday, the ministry extended that deadline to 7 May, citing the need to give stakeholders time to examine the new proposal before responding.</p><p>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 IT Ministry said circulating the draft changes for feedback.</p><p>The Ministry said it is placing the additional amendments in the public domain for consultation "in order to provide stakeholders an opportunity to examine and submit feedback on the additional changes along with the earlier draft amendments".</p><p>"In addition to the draft amendments already placed in the public domain, further changes have been proposed in Rule 3(3)(a)(ii), which requires continuous and clearly visible display of label for synthetically generated information throughout the duration of the content in visual display," the IT Ministry said in another notice.</p><p>Adding this to the draft IT rules amendment that, among other changes, proposes to bring independent news creators on the Centre's radar and mandate compliance with advisories. </p>
