India Tightens AI Content Rules From Feb 20: Labels Mandatory, Deepfakes Must Be Removed In 3 Hours
India Tightens AI Content Rules From Feb 20: Labels Mandatory, Deepfakes Must Be Removed In 3 Hours
New IT Rule changes bring AI-generated photos, videos and synthetic media directly under legal compliance, with tougher responsibilities for platforms and users.
The central government has introduced stricter regulations for artificial intelligence-generated content, making it mandatory for social media platforms and digital companies to clearly disclose AI-created or altered media. The updated rules, notified as amendments to the IT Rules 2021, will come into effect from February 20, 2026.
The move is aimed at curbing the growing risks of deepfakes, synthetic media misuse, online fraud, and privacy violations as AI tools become more widespread.
A key change under the new framework is that AI labels applied to photos, videos or audio cannot be removed or hidden by platforms. Once content is marked as AI-generated, the disclosure must remain visible.
Another major shift is the introduction of a much faster takedown timeline. Platforms will now be required to remove illegal or harmful AI content — including deepfakes and abusive material — within three hours of receiving a government order, compared to the earlier window of 36 hours.
The government has also instructed platforms to deploy tools and safeguards to prevent the circulation of deepfake, obscene, fraudulent or misleading AI-generated media.
Under the updated rules, platforms must also issue warnings to users every three months, reminding them that misuse of AI content could lead to penalties, fines, or criminal action.
Certain categories of content have been placed in strict “no-go zones,” including child sexual abuse material, fake documents, weapon-related misinformation, and deepfake media intended to deceive.
The regulations define such AI-created or manipulated content as Synthetically Generated Information (SGI). This includes realistic-looking deepfake videos, face replacement, and voice cloning. However, routine edits such as photo enhancement, colour correction or translation are not covered under these restrictions.
For everyday users, the impact is significant. Platforms may now ask uploaders to confirm whether a video or image was AI-generated, and intentionally misrepresenting such content as real could invite action under criminal law.
The government has emphasised that the objective is not to restrict free speech but to ensure transparency, so audiences can distinguish between authentic and AI-manipulated material, especially as deepfake incidents involving public figures have increased sharply in recent years.
Disclaimer: This article is for general information only and does not constitute legal advice.
