Govt tightens rules on AI content, cuts removal deadline from 36 hrs to 3

The Indian government has introduced stricter rules for social media platforms to combat AI-generated deepfakes and synthetic content, such as fake audio, video, and text. These amendments, implemented in February, mandate platforms to accurately label permissible AI-generated content and include traceable metadata to help users identify "synthetically generated material."

The updated regulations require platforms to take action against unlawful AI-generated content, including deepfakes, child sexual abuse material, non-consensual intimate images, and AI-based impersonation. They must also inform users of the legal ramifications of creating or sharing such unlawful material.

Moreover, the government has reduced the timeframe for platforms to remove unlawful content from 36 hours to just 3 hours, starting from the receipt of a valid notice from the government or a court. Additionally, intermediaries are obligated to employ "reasonable and appropriate technical measures" to prevent users from generating or spreading unlawful synthetic content.

Major social media intermediaries are now required to utilize automated tools or other technical measures to proactively identify specific unlawful content, such as material depicting rape or child sexual abuse. They must also make "reasonable efforts" to detect content identical to that previously removed.

The government has also tightened the timelines for addressing complaints involving sensitive issues like nudity and impersonation. Complaints of this nature must be resolved within 2 hours, down from the previous 24-hour period. Non-compliance with the IT Rules may result in social media platforms losing their "safe-harbour" protection under Section 79 of the IT Act, which shields intermediaries from liability for third-party content, provided certain conditions are met.

The government's measures are part of its commitment to fostering an "open, safe, trusted, and accountable cyberspace" while encouraging the "responsible development, deployment, and adoption of AI" in India.