India Sets Strict Rules for AI-Generated Content and Social Media Platforms

The Indian government has introduced stringent new regulations requiring social media platforms to remove unlawful online content within three hours and mandating clear labeling of AI-generated material. The amended rules, which take effect February 20, represent a significant tightening of oversight for digital platforms operating in the world’s most populous democracy.

Under the revised Information Technology Rules, platforms must act within just two hours to remove content showing private areas, nudity, or sexual acts when flagged by users. This marks a dramatic shortening of previous response timelines as authorities respond to growing concerns about synthetic media misuse.

The updated regulations explicitly bring AI-generated content within the regulatory framework for the first time, defining such material as content that is “artificially or algorithmically created, generated, modified or altered” in a way that makes it appear “real, authentic or true” and potentially “indistinguishable from a natural person or real-world event.”

Industry observers note that the timing of the rules coincides with the conclusion of the India AI Impact Summit, a high-profile event where New Delhi aims to position itself as a key player in the global artificial intelligence landscape.

The controversy surrounding Elon Musk’s Grok AI tool, which reportedly allowed users to generate inappropriate content using private images, appears to have accelerated the government’s regulatory response. The Ministry of Electronics and Information Technology (MeitY) has placed responsibility on both social media intermediaries and AI tool providers to prevent misuse.

Social media platforms must now ensure AI-generated content carries clear labels embedded with permanent metadata or identifiers where technically feasible. They must also implement automated tools to prevent illegal, deceptive, or exploitative AI content, including material related to sexual exploitation, impersonation, child abuse, or fake documentation.

“These regulations represent one of the most comprehensive attempts globally to address the emerging challenges posed by generative AI,” said a digital policy expert who requested anonymity. “While the intent to protect users is clear, the implementation timeline and technical requirements will pose significant challenges for platforms.”

The rules also impose stricter user disclosure requirements, mandating that intermediaries warn users at least quarterly about penalties for violating platform rules and laws, particularly regarding AI-generated content misuse. Major social media companies must require users to declare when content is AI-generated and verify such declarations before publication.

One notable change from earlier drafts is the removal of a specific requirement for visual markers covering a minimum of 10 percent of the display or the first 10 percent of audio clips. However, the final rules maintain the general requirement for prominent labeling.

The government has justified these measures by highlighting how deepfakes and synthetic media can be “weaponized” to spread misinformation, damage reputations, manipulate elections, or facilitate financial fraud. Instances of viral deepfakes featuring Indian celebrities and public figures have raised alarm bells about AI’s potential to create convincing falsehoods.

Industry stakeholders now face a tight timeline to implement compliance measures before the February 20 enforcement date. Technology companies operating in India will need to rapidly enhance content moderation systems, deploy new AI detection tools, and update user interfaces to accommodate these requirements.

The move positions India among a growing number of nations implementing regulatory frameworks for AI governance, as governments worldwide struggle to balance innovation with protection against emerging digital harms.