

Disappointed by compliance to AI rules, Meity proposes 'continuous' watermarks
Subscribe to enjoy similar stories.New Delhi: The electronics technology ministry is moving to tighten its grip on how social media giants disclose artificial intelligence-generated content, proposing a ‘continuous’ watermarking mandate to prevent platforms from avoiding transparency rules.The ministry of electronics and information technology (Meity) issued a draft amendment on Tuesday that would require labels on AI-modified media to be clearly visible throughout the duration of a video or image. The proposal follows government frustration with current practices, where firms have allegedly used fleeting or obscured markers that satisfy the letter of the law while failing to inform the public.Tuesday’s amendment, a copy of which Mint has reviewed, targeted Rule 3(3)(a)(ii) of India’s Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, updating the previous proposal to social media companies for “prominent visibility” of AI labels.
The new proposal states that companies such as Instagram, X (formerly Twitter), and YouTube must “ensure continuous and clearly visible display of such labels throughout the duration of the content, in a visual display.”Stakeholders have until 7 May to respond to the draft, which seeks to standardize how deepfakes and manipulated media are shown to India’s nearly one billion internet users. The proposal is, in a way, indicative of the growing tension between regulators seeking digital clarity and technology companies wary of intrusive mandates.The current set of AI rules was notified by Meity on 10 February, after an initial draft on 22 October.
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