MeitY proposes reducing AI-generated unlawful content removal deadline from 36 hours to 3 hours under draft IT Rules, with mandatory labelling and faster grievance redress.
The Ministry of Electronics and Information Technology (MeitY) has proposed changes to India's IT Rules that could require social media platforms and other intermediaries to remove unlawful AI-generated content within three hours of receiving a valid government or court order. The draft rules also propose mandatory AI content labelling and faster grievance redress timelines.
The Centre has proposed stricter rules for handling artificial intelligence-generated content, including deepfakes and synthetic media, under draft amendments to India's Information Technology Rules.
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The Ministry of Electronics and Information Technology (MeitY) has suggested reducing the deadline for platforms to remove unlawful AI-generated content from the existing 36 hours to just three hours after receiving a valid notice from the government or a court.
The proposed changes are part of efforts to address concerns around AI-generated misinformation, fake videos, manipulated audio and other forms of synthetic content that could mislead users.
What changes are being proposed?
The draft amendments introduce new responsibilities for social media platforms and other intermediaries dealing with AI-generated content.
The key proposals include:
- Three-hour deadline for unlawful AI content removal
- Under the proposed rules, platforms would have to remove unlawful AI-generated content within three hours of receiving a valid government or court order.
- Currently, intermediaries generally have up to 36 hours to act on such notices under existing rules.
Mandatory labelling of AI-generated content
The draft rules propose that AI-generated images, videos, audio and other synthetic content should carry clear labels indicating that the material was created using artificial intelligence.
Platforms may also be required to attach traceable metadata to AI-generated content to help users identify synthetic material and reduce the risk of deception.
Stricter action against deepfakes
The proposed amendments specifically address harmful AI-generated content, including:
- Deepfakes
- AI-based impersonation
- Child sexual exploitation material
- Non-consensual intimate imagery
- Other unlawful synthetic media
Platforms would be expected to use technical measures, including automated tools, to detect and limit the creation or spread of such content.
Faster grievance redress system
The government has also proposed reducing timelines for handling user complaints.
Under the draft rules:
- General user complaints would need to be resolved within 36 hours instead of 72 hours.
- Complaints related to sensitive issues such as nudity or impersonation would need action within two hours instead of 24 hours.
- New responsibilities for social media platforms
The proposed rules would require platforms to inform users about the legal consequences of creating or sharing unlawful AI-generated content.
Large social media platforms would also need to adopt technical systems to proactively detect and restrict certain categories of illegal content.
Why is the government proposing these changes?
MeitY said the amendments aim to create a safer and more accountable digital environment amid the growing use of AI tools.
The government has highlighted concerns over deepfakes, misinformation and the misuse of AI for impersonation and harmful content creation.
Are these rules final?
The amendments are currently in draft form and have been released for public consultation.
The government will consider feedback from stakeholders, including technology companies, experts and users, before finalising the rules. The final provisions may change after the consultation process.
Why are AI rules being changed now?
The proposed changes come at a time when the use of AI-generated content, including deepfakes, fake videos, cloned voices and manipulated images, has increased rapidly. The government has raised concerns that such content can be used for misinformation, impersonation, fraud and other harmful activities.
The move also comes ahead of a period when digital platforms are becoming a major source of news, political messaging and public debate, making regulation of synthetic content a growing global issue.
Who will get more control?
Under the proposed rules, social media platforms and online intermediaries will have greater legal responsibility for identifying and removing unlawful AI-generated content.
The government and courts will also have a stronger role because platforms would have to act within three hours after receiving a valid order or notice from authorised authorities.
The government says the purpose is to prevent misuse of AI, stop deepfakes and create a safer digital environment.
However, critics and digital rights advocates may raise concerns about how such powers are used, especially regarding online expression, political content and the possibility of over-removal of content.
The key debate is whether these rules will only target harmful AI-generated content or could also influence how online speech and information are controlled. The final impact will depend on how the rules are implemented after the consultation process.
Published: 06 Aug 2026, 08:14 pm IST
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