In a major move to tackle the growing threat of deepfakes and AI-generated misinformation, the Ministry of Electronics and Information Technology (MeitY) has introduced stricter rules for artificial intelligence (AI)-generated content. The new regulations make it mandatory to label AI-generated videos, audio, images, and text, while significantly reducing the time allowed for removing illegal AI content from online platforms.
Under the revised framework, social media platforms and intermediaries must remove illegal AI-generated content within three hours of receiving valid legal notice. Earlier, platforms had up to 36 hours to act. The move is aimed at preventing the rapid spread of deepfakes, identity theft, misinformation, and other AI-enabled cybercrimes.
The government has also strengthened the Information Technology (IT) Rules to address the misuse of generative AI. The revised rules target offences such as creating deepfake videos, impersonating individuals using AI, spreading false or misleading information, and publishing intimate images or videos without consent. Violators may face stringent action under the Information Technology Act and the Bharatiya Nyaya Sanhita (BNS).
In addition to the shorter takedown timeline, the government has also reduced the grievance redressal period, ensuring faster resolution of complaints related to harmful AI-generated content.
The need for stronger safeguards has become increasingly evident as several public figures have fallen victim to deepfake technology. On July 25, Union Minister Piyush Goyal revealed on social media that an AI-generated deepfake video had misused his likeness to spread false information. He stated that he had filed a police complaint at Chanakyapuri Police Station in New Delhi against those responsible.
Similar incidents involving politicians, celebrities, and public personalities have raised concerns over the misuse of artificial intelligence to manipulate public opinion and spread fake narratives. With the new rules, the Centre aims to improve transparency, strengthen accountability among digital platforms, and enhance user protection in the rapidly evolving AI ecosystem.