The effective evolution of an inhomogeneous cosmological model may be described in terms of spatially averaged variables. We point out that in this context, quite naturally, a measure arises which is identical to a fluid model of the `Kullback-Leibler Relative Information Entropy', expressing the distinguishability of the local inhomogeneous mass density field from its spatial average on arbitrary compact domains. We discuss the time-evolution of `effective information' and explore some implications. We conjecture that the information content of the Universe -- measured by Relative Information Entropy of a cosmological model containing dust matter -- is increasing.

LateX, PRLstyle, 4 pages; to appear in PRL