I&B Ministry
MIB stands firm on self-declaration mandate for ads amid industry opposition
Mumbai: Ministry of Information and Broadcasting (MIB) convened a meeting with industry stakeholders to discuss the Supreme Court’s recent mandate. The Court’s order stipulates that advertisers and advertising agencies must submit a self-declaration certificate prior to publishing ads across TV, print, digital, and radio platforms.
During the meeting, ministry officials emphasized the mandatory nature of this requirement and affirmed that there would be no changes or delays to the June 18 implementation date. They assured stakeholders of their cooperation but did not entertain any feedback or suggestions for postponement.
Industry leaders voiced their dissatisfaction, arguing that policymakers should have engaged with them before enforcing the mandate. They believe their input could have helped address practical concerns associated with the plan.
Observers note that the MIB’s approach highlights a significant oversight in the implementation process of the order.
According to the Supreme Court directive, every advertiser must submit a self-declaration certificate, signed by an authorized representative, before broadcasting or publishing any advertisement on TV channels, print, or digital media. This certificate must be submitted through the Broadcast Seva Portal of the Ministry of Information and Broadcasting (MIB) prior to the telecast of any advertisement on TV channels.
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.
