I&B Ministry
K. Sanjay Murthy appointed joint secretary in I&B
NEW DELHI: Senior Indian Administrative Service officer K Sanjay Murthy has been appointed as the joint secretary in the Information and Broadcasting Ministry (I&B).
A 1989 officer from the Himachal Pradesh cadre, he was until now principal secretary (Food & civil supplies, Transport, & Technical Education) in the state of Himachal Pradesh.
His appointment took effect from 21 November and will continue until 20 November 2019 or until further orders, whichever is earlier.
Ministry sources said that Murthy was expected to be given charge of films, as Raghuvendra Singh is due for transfer as his term is over.
I&B Ministry
MeitY proposes continuous labelling for AI-generated content
Draft IT Rules amendments mandate visible labels, feedback open till May 7, 2026
MUMBAI: If AI is blurring the line between real and rendered, the government wants the label to do the talking non-stop. The Ministry of Electronics and Information Technology has proposed tighter disclosure norms for AI-generated content, signalling a sharper regulatory push on transparency across digital platforms.
Under draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, the Ministry has moved to strengthen how such content is identified. The key shift lies in Rule 3, sub-rule (3), clause (a), sub-clause (ii), where the earlier requirement of “prominent visibility” is being replaced with a stricter mandate labels must now remain “continuous and clearly visible” for the entire duration of the content.
In simple terms, no more blink-and-miss disclaimers. If content is AI-generated, the label must stay on screen, start to finish.
The Ministry has also extended the deadline for stakeholder feedback on the proposed changes to May 7, 2026, widening the consultation window as it seeks industry and public input. The move follows earlier consultation papers released on March 30 and April 10, which addressed intermediary compliance and digital media oversight in light of existing advisories and directions.
Alongside the amendments, the government has released multiple documents, including draft rules covering intermediary obligations, artificially generated information and digital media governance, as well as a consolidated version of the IT Rules incorporating the proposed revisions.
The direction of travel is clear. As AI-generated content becomes more sophisticated and more difficult to distinguish from reality, the regulatory response is shifting from guidance to enforceable visibility.
For platforms and creators alike, the message is straightforward: if it’s generated, it must be declared and not just once, but all the way through.
