AI Posts Must Be Labelled, Deepfakes Removed In 3 Hours: What India’s New IT Rules Mean For Social Media Users

The Indian government has introduced stricter rules to regulate AI-generated and deepfake content across social media platforms, making it mandatory to label such material and remove harmful content within a tight time frame.

The move comes as concerns grow over the misuse of artificial intelligence for misinformation, impersonation and online fraud.

Under the amended Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, platforms will now be required to clearly identify AI-generated content and act swiftly against unlawful or misleading posts.

Mandatory labelling for AI-generated content

One of the biggest changes in the new rules is compulsory labelling of AI-generated or AI-altered content. Social media platforms must ensure that any post created using artificial intelligence is clearly and prominently marked so users can easily recognise it.

Users will also have to declare whether the content they upload has been created or modified using AI tools. Platforms are expected to verify these declarations using technical systems and monitoring tools. If AI-generated content is shared without proper disclosure, the platform could be held responsible.

The government has also directed platforms to embed technical markers or metadata in synthetic content wherever possible. These identifiers will help trace the origin of AI-generated posts and ensure that labels cannot be removed or tampered with later.

The rules bring what the government calls "synthetically generated information" - including AI-created audio, video and images that appear real - under India's digital governance framework.

Faster removal of harmful and illegal content

The revised guidelines also significantly reduce the time available to remove objectionable content. In certain cases, social media platforms must now act within three hours of receiving a lawful order or complaint, compared to the earlier 36-hour window.

Other response deadlines have also been shortened. Some violations that previously allowed 15 days for action must now be addressed within seven days, while others requiring 24-hour responses must be handled within 12 hours.

The government has said the aim is to ensure quicker action against deepfakes, impersonation, misleading content and other harmful material.

AI-generated content used for illegal activities - such as child sexual abuse material, obscene content, false electronic records or content linked to criminal activities - will be treated the same as any other unlawful content under the law.

Platform accountability and compliance

To strengthen accountability, social media intermediaries are required to deploy reasonable tools and verification mechanisms to monitor AI-generated content and ensure proper labelling. Failure to follow these guidelines could make platforms liable under the revised framework.

At the same time, the government has clarified that platforms will continue to receive safe harbour protection under Section 79 of the IT Act if they comply with the rules. This means intermediaries will not face legal action for removing or restricting access to synthetic content as long as they follow the prescribed procedures.

The new rules were notified on February 10 and will come into force from February 20. Officials say the changes are aimed at balancing innovation in artificial intelligence with stronger safeguards to prevent misuse and protect users in the digital space.