The Ministry of Electronics and Information Technology (MeitY) in India has announced proposed amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, aimed at strengthening the labeling of AI-generated content. The new regulations require a continuous and clearly visible display of labels for synthetically generated information throughout the content's duration, moving beyond the previous requirement for just prominent visibility. This change applies to all users of social media and AI tools, not limited to digital news platforms. The ministry has opened the amendments for public consultation, extending the deadline to May 7, 2024. This initiative is part of a broader effort to align IT rules with recent advisories concerning the risks posed by deepfakes and synthetic media, aiming to mitigate the viral spread of misleading AI content.