Rules to Regulate AI Generated Content Notified, Read Text

The Central Government has notified sweeping amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, introducing strict compliance obligations for artificial intelligence and synthetically generated content across digital platforms.

The changes, issued by the Ministry of Electronics and Information Technology and effective from February 20, 2026, significantly raise the regulatory bar for intermediaries by mandating disclosure, traceability, and faster enforcement, directly impacting how AI-generated content can be created, shared, and monetised online.

For the first time, the amended rules formally bring “synthetically generated information” within the regulatory net, covering AI-created or AI-altered audio, visual, and audio-visual content that appears authentic or indistinguishable from real persons or events. While the framework squarely targets deepfakes and deceptive impersonations, it excludes routine editing, accessibility tools, academic use, and technical corrections done in good faith.

The definition also plugs a key gap by clarifying that unlawful “information” under the Rules now expressly includes synthetic content, aligning platform liability with emerging risks linked to misinformation, impersonation, and digitally fabricated harm.

The amendment places the burden of due diligence squarely on intermediaries, requiring prominent labelling of synthetic content, embedded metadata or provenance markers, and deployment of technical safeguards to block illegal AI-generated material. Platforms must now act on lawful takedown orders within three hours and ensure disclosures are not removed or suppressed.

In a clear policy signal, the Rules emphasise that content falsely depicting individuals or events in a deceptive manner is prohibited, with the framework underscoring that “synthetically generated information” cannot be allowed to circulate unchecked. The operative effect is immediate compliance: platforms failing to verify user declarations or act swiftly risk losing statutory protection.