New Delhi, April 22 -- The electronics technology ministry is moving to tighten its grip on how social media giants disclose artificial intelligence-generated content, proposing a 'continuous' watermarking mandate to prevent platforms from avoiding transparency rules.

The ministry of electronics and information technology (Meity) issued a draft amendment on Tuesday that would require labels on AI-modified media to be clearly visible throughout the duration of a video or image. The proposal follows government frustration with current practices, where firms have allegedly used fleeting or obscured markers that satisfy the letter of the law while failing to inform the public.

Tuesday's amendment, a copy of which Mint has reviewed, targeted...