SOMEWHERE between good regulatory instinct and a tough demand lies the April 21 proposal from the Ministry of Electronics and Information Technology (MeitY) of the Union government. The government has inserted a new clause in its ongoing revision of the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, requiring that any synthetically generated content must carry a label that remains "continuous and clearly visible" throughout the entire duration of its playback. Neither at the start nor in a corner of the description box, but on the screen, uninterrupted and always visible. The deadline for public responses to the rules was extended from April 29 to May 7 this year.

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