India’s New IT Rules: A 3-Hour Takedown for AI & Deepfakes

A New Digital Clock: India Mandates 3-Hour Takedown Window

On February 10, 2026, the Indian government announced sweeping amendments to its Information Technology (IT) Rules, 2021, setting a new and aggressive pace for content moderation. The updated regulations, which are set to take effect on February 20, 2026, dramatically shorten the compliance window for social media platforms. Intermediaries must now remove content deemed unlawful within just three hours of receiving a valid order from a court or a government agency, a stark reduction from the previous 36-hour timeframe.

This move is positioned by the Ministry of Electronics and Information Technology (MeitY) as a critical measure to combat the rapid spread of misinformation, hate speech, and other harmful content that can go viral in minutes.

AI and Deepfakes in the Crosshairs

For the first time, the amended rules specifically target the growing challenge of artificial intelligence-generated content. The regulations introduce a formal definition for "synthetically generated information," encompassing deepfakes, AI-altered audio, and other manipulated media that can impersonate individuals or create false narratives.

The government's focus on this area signals a proactive stance against the potential for AI to be used maliciously, from political disinformation to creating non-consensual intimate imagery.

Mandatory Labeling and Traceability

A cornerstone of the new rules is the mandate for absolute transparency. Social media platforms are now legally obligated to ensure all synthetically generated content is clearly identifiable. This includes:

• Visible Disclosures: Platforms must implement clear, easy-to-understand labels on any AI-generated or modified content.
• Embedded Metadata: The rules require the inclusion of permanent, non-removable metadata or a unique identifier within the file itself. This is intended to help authorities trace the origin of the content and identify the person who created or first shared it.

New Obligations for Platforms and Risks for Users

The amendments place significant new responsibilities on social media intermediaries. Beyond simple removal, they must make "reasonable efforts" to proactively prevent users from uploading specific categories of unlawful synthetic content.

Platforms are also required to update their terms of service to explicitly inform users about these new rules. Users must be warned that creating or sharing prohibited forms of AI-generated content can lead to consequences, including:

• Immediate account suspension or termination.
• Potential legal action under the Indian Penal Code and other applicable laws.

The Impact on Creators and Free Expression

While aimed at curbing harmful content, the regulations have sparked concern among online creators and digital rights advocates. The tight three-hour deadline raises questions about the ability of platforms to conduct a thorough review, potentially leading to over-compliance where legitimate content is removed out of an abundance of caution.

This could have a chilling effect on creative expression. For example:

• DJs and Music Producers: Artists using AI tools for sampling, remixing, or creating new sounds may find their work flagged by automated systems.
• Satirists and Parody Accounts: Creators using deepfake technology for political commentary or satire could be misidentified as spreading misinformation.
• Digital Artists: Individuals using generative AI for art may face new hurdles in sharing their work if it is not labeled correctly.

The rules force a new reality upon India's digital ecosystem. As platforms scramble to comply by the February 20, 2026 deadline, the balance between safety, censorship, and creativity online will be tested like never before.