Govt proposes new rule to remove unlawful AI content:From 36 to just 3 hours, illicit artificial-generated material to be taken down

AI-generated videos, fake audio, and deepfakes are becoming harder to distinguish from real content. Now, the Indian government wants social media platforms to act much faster when such content is found to be unlawful. The Ministry of Electronics and Information Technology (MeitY) has proposed changes to the IT Rules that could reduce the deadline for platforms to remove unlawful AI-generated content from the current 36 hours to just three hours after receiving a valid government or court order. The draft rules also propose mandatory labels for AI-generated content and faster action on user complaints. The move is aimed at tackling deepfakes, misinformation and other forms of harmful synthetic media. What are the new AI content rules being proposed? The proposed amendments would place several new responsibilities on social media platforms and other online intermediaries. Here are the key changes: 1. Platforms may get just 3 hours to remove unlawful AI content Under the proposed rules, platforms would have to take down unlawful AI-generated content within three hours of receiving a valid order from the government or a court. This would be a major reduction from the existing 36-hour window, putting greater pressure on platforms to respond quickly to harmful content. 2. AI-generated content must be clearly labelled The government also wants platforms to clearly identify content created or modified using AI. This could include AI-generated: Platforms would also be required to use traceable metadata, making it easier to identify whether content was created using AI. 3. Deepfakes and harmful AI content face stricter action The proposed rules specifically address deepfakes, AI-based impersonation and other harmful synthetic content. They also cover serious categories such as Child Sexual Abuse Material (CSAM) and non-consensual intimate imagery. Platforms would be expected to use reasonable technical measures, including automated systems, to detect and limit the creation or spread of such unlawful content. User complaints could also get faster responses The government has proposed reducing the time platforms have to deal with certain user complaints. For general grievances, the proposed timeline would be reduced from 72 hours to 36 hours. Complaints involving sensitive issues such as nudity or impersonation would need to be addressed within two hours, compared with the current 24-hour timeline. Platforms may have to warn users about legal consequences The draft rules would also require social media platforms to make users more aware of the legal consequences of creating or sharing unlawful AI-generated content. Large social media platforms may additionally have to introduce technical systems to proactively detect and restrict certain categories of illegal content. Why is the government tightening AI rules? The rapid growth of generative AI has made it easier to create convincing fake videos, voices and images. Deepfakes can potentially be used to impersonate people, spread false information, damage reputations or deceive users. The government says the proposed changes are intended to create “an open, safe, trusted and accountable cyberspace for users” while addressing the growing risks associated with AI-generated content. Are these rules final? The proposed amendments are currently in the draft stage and have been released for public consultation. MeitY will consider feedback from stakeholders before deciding on the final rules. This means the deadlines and other requirements could still change before the amendments are officially introduced.