Govt proposes 3-hour unlawful AI content takedown rule, down from 36 hours

Govt proposes cutting unlawful AI content takedown deadline from 36 hours to just 3 hours under draft rulesIndia's Ministry of Electronics and Information Technology (MeitY) has proposed changes to the country's IT Rules that would require social media platforms and other intermediaries to remove unlawful AI-generated content within just three hours of receiving a valid government or court order, instead of the current 36-hour deadline. The draft rules also call for mandatory labelling of AI-generated content and quicker grievance redress timelines as part of a wider effort to tackle deepfakes, AI-driven misinformation and other harmful synthetic media.According to MeitY, the proposed changes are aimed at tackling the growing threat of AI-powered deepfakes and other synthetic content, including fake audio, videos and text. The government has proposed stricter obligations for social media platforms and other intermediaries to curb the spread of unlawful AI-generated content while creating what it describes as "an open, safe, trusted and accountable cyberspace for users".Changes proposed under the draft rulesThe draft amendments by MeitY introduce several new requirements for social media platforms and other intermediaries. Here are the key proposals:Three-hour deadline to remove unlawful AI content: Social media platforms would have to remove unlawful AI-generated content within three hours of receiving a valid notice from the government or a court. At present, they have 36 hours to comply. Mandatory labelling of AI-generated content: Platforms would be required to clearly label AI-generated images, videos, audio and other synthetic content. They would also have to attach traceable metadata so users can easily identify AI-created material and reduce the risk of deception.Stronger action against deepfakes: The draft rules specifically cover deepfakes, AI-enabled impersonation, child sexual exploitation material, non-consensual intimate imagery and other harmful AI-generated content. Platforms like Facebook, X and other would need to take prompt action against such content and use reasonable technical measures, including automated tools, to prevent it from being created or shared. Faster grievance redress: The government has proposed reducing the timeline for resolving general user complaints from 72 hours to 36 hours. Complaints involving sensitive issues, such as nudity or impersonation, would need to be addressed within two hours, instead of the current 24 hours.Stricter obligations for platforms: The draft rules would require the social media companies to make users aware of the legal consequences of sharing unlawful AI-generated content. Significant social media platforms would also have to deploy appropriate technical measures to proactively detect and limit the spread of certain categories of illegal content.Do note that the amendments are still in draft form and have been released for public consultation. The government will review feedback from stakeholders before finalising the rules. This means the proposals could change before they come into effect.- EndsPublished By: Prateek ChakrabortyPublished On: Aug 6, 2026 18:23 IST