Government’s New IT Rules Mandate AI Content Labelling, Set 3-Hour Deadline for Deepfake Takedowns

In a significant move to regulate digital content and curb misinformation, the government has introduced new Information Technology (IT) rules that make labelling of AI-generated content mandatory and impose strict penalties on the creation and circulation of deepfake videos.

Under the revised guidelines, social media intermediaries including Facebook and Instagram — both owned by Meta — along with other major platforms, are required to remove flagged deepfake or harmful AI-generated content within three hours of receiving a valid complaint or government directive.

Mandatory AI Content Disclosure

The new framework mandates that any content generated or significantly altered using artificial intelligence must be clearly labelled to inform users. Platforms are required to implement mechanisms that allow identification and traceability of manipulated media.

Officials stated that the move is aimed at increasing transparency and preventing the misuse of AI tools for spreading misinformation, impersonation, or fraud.

Strict Action Against Deepfakes

Deepfake videos — digitally altered clips that manipulate a person’s appearance or voice — have raised serious concerns over misinformation, political manipulation, and financial scams. The updated rules make it mandatory for platforms to act swiftly against such content.

Failure to comply with the three-hour takedown rule could result in penalties, including loss of intermediary protection and possible legal consequences.

Platform Accountability

The government emphasized that digital platforms must strengthen their content moderation systems and grievance redressal mechanisms. Companies are expected to deploy advanced detection tools to identify manipulated content proactively rather than relying solely on user complaints.

The rules also require platforms to appoint compliance officers and maintain proper records of content removal actions.

Balancing Innovation and Regulation

While AI technology continues to drive innovation across sectors, policymakers argue that safeguards are necessary to protect users from harm. The government maintains that the new IT rules aim to balance technological advancement with accountability and user safety.

Industry experts believe the move could reshape how social media platforms handle AI-generated media and misinformation, setting a stricter compliance standard in the digital ecosystem.