Govt Tightens Rules on AI Deepfake Content Online

February 10, 2026

The Government of India has amended the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, to tighten how AI-generated and deepfake content is regulated on online platforms. The changes were notified in the official gazette and will take effect from February 20, 2026.

 Faster Takedown Timelines

Under the revised rules, social media platforms and digital intermediaries such as Facebook, Instagram, X, YouTube and others must remove AI-generated or synthetic content flagged by a competent authority or court within just three hours a significant reduction from the earlier 36-hour window. This is aimed at curbing the rapid spread of harmful or misleading deepfakes.

 What Counts as AI-Generated Content

The amendments formally define AI-generated and synthetic content, including audio, visual or audio-visual material that has been altered or created using computer resources in a manner that makes it appear real or authentic. Routine editing or accessibility improvements are excluded from this definition.

 Mandatory Labelling Requirements

Platforms that enable the creation or sharing of synthetic content must now label such material clearly and prominently. Where technically feasible, they must also embed metadata or provenance identifiers so users can easily distinguish synthetic content from genuine content. This is designed to enhance transparency and help users identify manipulated media.

 Enforcement and Accountability

Failure to comply with the new standards may attract penalties under the Information Technology Act, 2000 and related criminal laws. The regulations also shorten user grievance redressal timelines, reinforcing the government’s push for more responsible and accountable content moderation by online platforms.

 Why This Matters

Deepfake videos and other AI-generated media have increasingly been used to spread misinformation, damage reputations, manipulate public opinion and potentially influence elections. The tighter rules reflect growing concerns about AI-driven misinformation and the need for greater online safety and authenticity in digital content.