Social media platforms such as X (formerly Twitter), YouTube, Snapchat and Facebook will now be required to label Artificial Intelligence (AI)-generated content and remove deepfake videos and photos within three hours of being flagged. The Ministry of Electronics and Information Technology (MeitY) issued the order on Tuesday, amending the Information Technology (IT) Rules, 2021. The revised rules will come into effect from February 20. A draft of the amendments was released on October 22, 2025. Mandatory labelling of AI content Under the new Rule 3(3), platforms that allow the creation or sharing of AI-generated or “synthetically generated information” must place a prominent label on such content. In addition, a permanent and unique metadata identifier must be embedded in every AI-generated post. For visual content, the label must cover at least 10% of the screen area. In the case of audio content, the disclosure must be audible within the first 10% of the duration. The metadata cannot be altered, hidden or deleted. Platforms will also be required to adopt technical tools to verify whether content is AI-generated before it is uploaded. Key changes in the amended rules No removal of AI labels: Social media companies cannot allow the removal or concealment of AI labels or related metadata once applied. Curb on illegal AI content: Companies must deploy automated tools to detect and prevent unlawful, obscene or fraudulent AI-generated material. Quarterly user warnings: Platforms must warn users at least once every three months about penalties and legal consequences for misuse of AI tools. Impact on users and industry The government said the new framework aims to help users easily identify AI-generated or manipulated content, thereby reducing misinformation, impersonation and potential electoral fraud. However, platforms and content creators may face additional compliance requirements, including investments in metadata systems and verification technologies, which could increase operational costs. Ministry’s rationale MeitY said the amendments are aimed at creating an “open, safe, trusted and accountable internet” capable of addressing risks posed by generative AI technologies. What is a Deepfake? A deepfake is a digitally manipulated video or audio clip in which a person’s face, voice or expressions are altered using AI tools, often making it difficult to distinguish between real and fabricated content.
