MeitY Issues Fresh IT Rules Regulating AI Generated Content and Deepfakes

MeitY updates IT rules to regulate AI content and deepfakes

The Ministry of Electronics and Information Technology notified amendments to the Information Technology Intermediary Guidelines and Digital Media Ethics Code Rules, 2021, on Tuesday. The fresh rules target AI generated content and deepfakes, with more flexible labelling guidelines and faster takedown timelines for inappropriate media. The changes apply to social media platforms and their designated intermediaries and define responsibilities for handling AI content.

Officials involved said the government has now provided a specific definition of deepfakes. The definition reads as audio, visual or audio-visual information which is artificially or algorithmically created, generated, modified or altered using a computer resource, in a manner that such information appears to be real, authentic or true and depicts or portrays any individual or event in a manner that is, or is likely to be perceived as indistinguishable from a natural person or real-world event.

The amendments also modify the takedown timelines. The earlier guideline mentioned a 36 hour window, but the notification reduces this to three hours after such content is first reported or detected.

However, the government has removed the space requirement for visible AI labels. In October 2025 the government had said a label should cover at least 10 percent of the space. The new rule now requires the label to be prominently visible rather than occupying a fixed space.

MeitY has directed social media intermediaries to inform users at least once every three months that posts may be removed, accounts banned, and that legal action can be taken against violators. This creates a recurring reminder about potential consequences for violating the rules.

Alongside this, the new rules introduce consequences for contraventions. MeitY mandates suspension or termination of user accounts. Platforms will also assist in identifying such users and may disclose the violator's identity to the complainant where appropriate.

Intermediaries will be required to ask users to declare whenever a post contains synthetically generated information SGI. They must equip tools to verify the accuracy of the declaration and ensure that an AI label is prominently added to the post.

The framework will come into effect starting February 20, aligning with the concluding day of the inaugural AI Impact Summit hosted by India.

Key provisions

• Definition of deepfakes as AI created or altered content that appears real
• Takedown timelines shortened to three hours post reporting or detection
• Labeling: prominence requirement rather than fixed space rule
• Quarterly user notices about enforcement and legal action
• Consequences including suspension or termination of accounts
• Identity disclosure to complainants where applicable
• SGI declarations by users and verification tools by platforms