Your next film is ready for approval, and someone in legal asks a fair question: does it need an AI label? Since February 2026, India has had a clear place to start. Here is what the rules say in plain language, and how we plan films so the answer is never a surprise.
What changed
The Ministry of Electronics and IT notified an amendment to the IT Rules on 10 February 2026, and it took effect on 20 February 2026. It introduces the idea of “synthetically generated information” and sets duties for the platforms where content is published (legal analysis by K&S Partners).
What counts as synthetic
In the rules, synthetic content is audio, video or imagery created or altered by a computer so that it looks real and could be mistaken for a real person or a real event. The test is how the content appears to the viewer, not which tool made it. A stylised animated character is a different case from a lifelike person who does not exist.
What platforms are expected to do
Platforms are expected to label such content prominently, to disclose it in audio where relevant, and to embed metadata that identifies it. Larger social platforms must also ask uploaders to declare whether content is synthetic. In practice, that declaration will often be made by the brand or its agency at the moment of upload.
What is carved out
The rules exclude routine editing and formatting, good-faith document creation, and accessibility work such as translation. Colour correction and subtitling are routine in spirit, but the carve-outs depend on good faith and no material distortion, so check your specific case with counsel.
Three habits that keep launches smooth
First, decide at the brief stage whether the film features lifelike people or scenes, because that is what the rule is about, and note it on the one-page brief. Second, keep a production record of what was generated, what was shot and who approved each stage. Third, agree the on-screen label and the upload declaration with your media team before the launch date, so nobody is filling in a form at midnight.
Labels and trust
A label does not have to be a worry. Our post on the trust gap looks at how viewers respond to AI in ads, and the pattern is consistent: craft and honesty travel together. A clear label on a film that is well made is part of earning that trust.
This is a plain-language summary, not legal advice. The rules are detailed and can be updated, so please read the official notification and speak to your counsel about your own campaigns. If you are planning a film and want to talk through labelling, write to namaste@teevra.co.
