Govt tightens AI rules, cuts social media takedown time

The Ministry of Electronics and Information Technology (MEITY) on Tuesday set a three-hour deadline for social media platforms to take down any AI-generated and synthetic content flagged by the competent authority or courts. It notified amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, which formally defines AI-generated and synthetic content. The new rules will come into force from February 20, 2026.

Under the old rules, content had to be taken down in 36 hours. User grievance redressal timelines have also been shortened. Calling for ban on illegal AI content, the latest amendment requires platforms to deploy automated tools to prevent AI content that is illegal, deceptive, sexually exploitative, non-consensual, or related to false documents, child abuse material, explosives, or impersonation.

The amendment defines synthetically generated information as any audio, visual or audio-visual content that is artificially or algorithmically created, modified or altered using a computer resource.Govt tightens AI rules, cuts social media takedown timeIt further clarifies that the definition will not apply to content that is edited or formatted in good faith for technical corrections, educational or research purposes, and for improving accessibility. The notification mandates platforms to prominently label AI-generated content and urged them to embed synthetic content with identifiers.

The notification added plarforms will have to make “reasonable efforts” and allow identification through embedded metadata or other technical means, rather than only visible disclosures.Platforms are also required to send periodic reminders — at least once every three months — about the rules around AI content and the consequences of violating them.

Expect to see these show up in updated terms of service, privacy policies or in-app notifications.“For the removal of doubts, it is hereby clarified that the responsibility of the significant social media intermediary shall extend to taking reasonable and proportionate technical measures to verify the correctness of user declarations and to ensure that no synthetically generated information is published without such declaration or label”, the notification added.