New AI content rules take effect today; here’s what you must know before posting online
New Delhi (The Uttam Hindu): The central government's revised rules regarding AI-generated content came into effect on February 20. The Ministry of Information Technology notified these amendments on February 10, 2026. These changes have been implemented as amendments to the Information Technology (Digital Media Ethics Code) Rules, 2021.
The new rules clearly define synthetic or AI-generated content and outline the responsibilities of social media platforms. Sharing such content without proper labeling or watermarking may now invite action.
During the AI Impact Summit held at Bharat Mandapam in New Delhi, Prime Minister Narendra Modi expressed concern about AI safety. He stated that deepfakes and fabricated content are negatively impacting society. He called for watermarking and clear source standards to identify such content. He also emphasized the need to be vigilant about child safety online.
What is Synthetically Generated (SGI) Content?
According to the new rules, any computer-generated content that has been created or modified through AI or other digital technology to resemble a real person, place, or event will be considered SGI content. Clear labeling or watermarking will be mandatory before sharing such content so that the public can identify it as AI-generated. Simple photo or video editing is not included in the SGI category.
Three key changes:
1. Labeling AI-generated photos or videos will be mandatory before sharing. Once applied, the AI label cannot be removed.
2. Social media platforms will be required to develop tools to identify and verify AI content and prevent unverified uploads.
3. Platforms will be required to issue a warning to users every three months that misuse of AI could result in fines or punishment.
The government has designated certain categories as "no-go" areas, including child pornography, forged documents, forged electronic records, misleading information about weapons or ammunition, and deepfake photos and videos.
Responsibilities of Social Media Platforms
The Ministry of Electronics and Information Technology has directed that upon receiving an order to remove objectionable content, platforms must remove it within three hours, up from the previous 36-hour deadline. Immediate action must be taken on violent or pornographic content involving children. The time limit for responding to complaints has also been reduced to 12 hours. Platforms have also been asked to adopt a coding system that identifies which platform created the AI content.
Violations
of these regulations are punishable under the Indian Penal Code, the Indian Penal Code, and the Protection of Children from Sexual Offences (POCSO) Act. However, the government has clarified that removing SGI content through automated tools will not be considered a violation of Section 79 of the Information Technology Act, but will be considered an action in accordance with the regulations.