The Ministry of Electronics and IT (MeitY) in India is proposing stricter regulations for social media platforms, including YouTube, Instagram, and X, to ensure that labels identifying AI-generated content are continuously displayed. This initiative comes after the ministry noted 'unsatisfactory compliance' with previously issued guidelines that required such labels to be prominently shown. The amendments to the IT Rules, 2021, aim to make it clear to users when they are viewing AI-generated content, with labels needing to be visible throughout the entire duration of the content. The ministry has observed inconsistencies in labeling practices across platforms, prompting these proposed changes. The public can submit comments on these amendments until May 7. Additionally, the rules outline that intermediaries must take appropriate action against content that misrepresents real-world events or identities. The need for clearer labeling has been underscored by incidents involving AI-generated content that raised ethical concerns, leading to global criticism and regulatory scrutiny.