The central government has issued new rules for content made from AI.
Technology Desk, New Delhi. The government has brought AI generated content – deepfake videos, synthetic audio, altered visuals – under a formal regulatory framework for the first time by amending India's IT intermediary rules. Gazette Notification G.S.R. Notified through 120(E) and signed by Joint Secretary Ajit Kumar, the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026, will come into force from February 20. In such a situation, let us know the important things about these rules.
What is at the heart of the rule?
There is a very simple thing at the heart of bringing this rule. Platforms must label synthetically generated information (SGI) clearly enough for users to immediately identify it. They must also embed persistent metadata and unique identifiers so that content can be traced back to its origin. And once these labels are placed, they cannot be changed, suppressed or removed.
What does the government call content created with AI?
For the first time, the Central law now contains a formal definition for 'synthetically generated information'. This includes any audio, visual or audio-visual material that is created or manipulated using computer resources and that is realistic and depicts people or events in a realistic manner.
But not everything with a filter qualifies. Routine editing – color correction, noise reduction, compression, translation are allowed as long as they do not distort the original meaning. Hypothetical drafts created using research papers, training materials, PDFs, presentations, and example content will also be passed.
Strictness in rules for Instagram, YouTube and Facebook
Must be mentioned that the content is made with AI
Most of its burden is on big social media platforms – platforms like Instagram, YouTube, Facebook. Under the new Rule 4(1A), before a user uploads, the platform will have to ask: Is the content generated by AI? But it doesn't just end at self-declaration. Platforms will also need to use automated tools to cross-verify, so that the format, source and nature of the content can be checked before it goes live.
If flagged as synthetic, the content must have a visible disclosure tag. If a platform knowingly posts infringing content, it is considered to be failing in its due diligence.
The government also quietly removed an earlier proposal from its October 2025 draft. That version required watermarks to occupy at least 10% of the screen space on AI visuals. IAMAI and its members—like Google, Meta, Amazon—opposed it, saying it was too stringent and difficult to implement across all formats. The rules now require labeling but have removed the fixed-size watermark.
No 36, now just three hours for action
Response windows have been reduced. Platforms will now get three hours less than 36 to process certain legal orders. The 15 day window is now seven days. The 24 hour deadline has been halved to 12.
This content is now in the category of crime
The rules also draw a direct line between synthetic content and criminal law. Child sexual abuse material, obscene content, false electronic records, explosive material, or deepfakes that misrepresent the identity or voice of a real person are now covered under the Indian Judicial Code, POCSO Act and Explosive Substances Act.
Platforms will also have to warn users at least once every three months about the penalties for misusing AI content in English or any Eighth Schedule language. On the other hand, the government has told the intermediaries that taking action against synthetic content under these rules will not give them safe harbor protection under Section 79 of the IT Act.
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