The Government of India has amended the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, mandating social media intermediaries to remove unlawful or harmful content within three hours of receiving a valid government notice or grievance order. The revised rules will come into effect on February 20, 2026, significantly reducing the earlier 36-hour compliance window.
The amendments also introduce specific provisions around artificial intelligence-generated content. Platforms will now be required to clearly label synthetically generated or AI-altered text, audio, video and images that appear realistic. The rules define “synthetically generated information” and require intermediaries to use visible labels or metadata identifiers, wherever technically feasible. Routine edits that do not materially alter meaning, such as basic colour correction, are excluded.
The move comes amid rising concerns over deepfakes, misinformation and manipulated media, particularly content that can go viral within minutes. The updated framework also shortens timelines for certain sensitive categories: non-consensual intimate imagery must be removed within two hours of reporting, tightening earlier compliance norms.
According to media reports, the Centre has linked adherence to these due-diligence requirements with safe harbour protections under Section 79 of the IT Act, 2000. Failure to comply with mandated timelines or labelling requirements could expose platforms to potential legal liability for third-party content.
However, the compressed three-hour window has drawn criticism from sections of the technology industry and digital rights advocates. Legal experts have cautioned that such a narrow timeline may not allow adequate time for contextual assessment in complex cases, including copyright disputes or fair-use considerations. Critics argue that platforms may resort to precautionary over-removal to avoid penalties, raising concerns about the chilling effect on legitimate speech.
The government has maintained that faster takedown mechanisms are necessary to prevent the rapid amplification of unlawful or harmful content and to address emerging risks posed by AI-driven manipulation. The amendments mark one of the most stringent compliance deadlines imposed on digital intermediaries in India so far, reflecting the government’s tightening regulatory oversight of online platforms.
