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India Mandates 3-Hour Deepfake Takedown, AI Labels on Social Media

The Indian government has issued revised IT guidelines requiring social media platforms to label all AI-generated content and remove flagged deepfake material within three hours. The rules mandate that platforms deploy automated tools to detect illegal or deceptive synthetic content and prevent the removal of AI labels. Intermediaries must also periodically inform users about the consequences of violating these AI misuse rules. The draft regulations further seek to enforce user disclosure for AI-modified posts and platform verification of such declarations.

Key Points: India's 3-Hour Deepfake Takedown Rule for Social Media

  • 3-hour takedown deadline for flagged content
  • Mandatory AI-generated content labels
  • Automated tools required for detection
  • User disclosure for AI posts
2 min read

Govt asks social media platforms to label, take down AI-generated deepfake content in 3 hours

New IT rules require platforms to label AI content and remove flagged deepfakes within 3 hours using automated tools.

"An intermediary shall periodically inform its users... about the consequences of violating rules related to AI misuse. - MeitY order"

New Delhi, Feb 10

Taking cognisance of the spread of AI-based deepfakes online, the IT Ministry on Tuesday issued revised guidelines for social media intermediaries like Facebook, Instagram and YouTube, directing them to clearly label all AI-generated content and ensure that such synthetic material carries embedded identifiers.

The government has set a three-hour deadline for social media platforms to take down AI-generated or deepfake content once it is flagged by the government or ordered by a court.

The official notification also barred digital platforms from allowing the removal or suppression of AI labels or associated metadata once they have been applied.

The social media companies will be required to deploy automated tools to detect and prevent the circulation of illegal, sexually exploitative or deceptive AI-generated content, according to the MeitY order.

"An intermediary shall periodically inform its users, at least once every three months, in a simple and effective manner through its rules and regulations, privacy policy, user agreement, or any other appropriate means," about the consequences of violating rules related to AI misuse.

Where an intermediary becomes aware of any violation in relation to the creation, generation, modification, alteration, hosting, displaying, uploading, publishing, transmitting, storing, updating, sharing or otherwise disseminating of information as synthetically generated information, "it shall take expeditious and appropriate action".

According to the updated guidelines, the social media platforms need to deploy reasonable and appropriate technical measures, including automated tools or other suitable mechanisms, to not allow any user to create, generate, modify, alter, publish, transmit, share, or disseminate, as the case may be, any such synthetically generated information that violates any law for the time being in force, including the Act, Bharatiya Nyaya Sanhita, 2023 (45 of 2023), the Protection of Children from Sexual Offences Act, 2012 (32 of 2012), and the Explosive Substances Act, 1908 (6 of 1908).

The draft rules seek to mandate disclosure by users while posting AI-generated or modified content and require platforms to adopt technology to verify such declarations.

Social media platforms have already rolled out several features, allowing users to label certain content as generated or modified using artificial intelligence (AI).

- IANS

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Reader Comments

R
Rohit P
Good move by the government. We've all seen those fake videos of politicians and celebrities. The embedded identifier is key - it should be impossible to remove. But implementation will be the real test. Can our platforms handle this technically?
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Aman W
While the intent is good, a 3-hour deadline seems unrealistic for smaller platforms. Also, who decides what is "deceptive"? This could be misused to take down legitimate satire or criticism if not handled carefully. The rules need more clarity.
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Shreya B
Finally! My aunt keeps forwarding deepfake videos on WhatsApp family groups, believing every one of them. This will help educate people. The quarterly reminder to users is a smart touch. Jai Hind! 🇮🇳
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Karthik V
The focus on protecting children under POCSO and linking it to the Bharatiya Nyaya Sanhita is crucial. AI-generated exploitative content is a nightmare for parents. Hope the automated tools are robust.
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Michael C
Interesting to see India taking a lead on this global issue. The "embedded identifiers" mandate is more aggressive than regulations in many Western countries. Will be watching how Meta and Google comply here vs. elsewhere.

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