On April 21, MeitY added what may be the most operationally demanding compliance requirement yet proposed for social media (SM) platforms in India.

Through a late-stage insertion into draft amendments to IT (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021, the ministry proposed that intermediaries must ensure 'continuous and clearly visible display of such label(s) throughout the duration of the content, in a visual display' for synthetically generated information (SGI). The public comment deadline was extended from April 29 to May 7.
A watermark in the opening seconds of a video or a disclosure buried in a caption would no longer suffice. The label must stay on-screen for the entirety of playback. In a country with over 750 mn internet users and hundreds of millions of short-form video consumers, this is not a marginal adjustment. It is an architectural demand.
This proposal sits atop a rapidly layered regulatory edifice. On February 10, MeitY notified IT Amendment Rules 2026, introducing SGI - audio, visual or audio-visual content artificially created to appear indistinguishable from a natural person or real-world event.

Link: https://economictimes.indiatimes.com/opinion/et-commentary/constant-ai-labelling-lasting-pain-why-govts-label-mandate-could-reshape-social-media/articleshow/130450474.cms?from=mdr