Mandatory Labelling of Photorealistic AI Content

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Amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 Mandatory Labelling of Photorealistic AI Content; effective 20 February 2026.

Description:

1.    Legal Architecture:

  • Parent Law: IT Act, 2000
  • Key Provision: Sec 79 – Safe Harbour
  • Subordinate Law: IT Rules, 2021
  • Amendment: IT (Intermediary Guidelines & Digital Media Ethics Code) Amendment Rules, 2026

2.   What is “Synthetic Content”?

  • Defined as: Audio, visual, or audio-visual content that is artificially or algorithmically created, generated, modified, or altered using computer resources, in a manner that appears real, authentic, or true.
  • Includes: AI-generated images, Deepfakes, Synthetic voice/video, Photorealistic AI outputs

3.   Key Provisions of the Amendment

A.   Mandatory Labelling:

  • Platforms enabling creation or sharing of synthetic content must ensure Clear and prominent disclosure. User awareness that content is AI-generated

B.   Reduced Takedown Timelines:

Type of ContentTimeline
Court / Govt-ordered illegal contentWithin 3 hours
Non-consensual nudity / deepfakesWithin 2 hours
Earlier timeline24–36 hours

C.   Synthetic Content as “Information”: AI-generated content treated as “information” under IT Rules for determining illegality.

D.   User Disclosure Requirement: Platforms must seek disclosures from users if content is AI-generated.

4.   Safe Harbour Implications:

  • Intermediaries enjoy safe harbour protection under Section 79 of IT Act.
  • Non-compliance with due diligence (labelling + timelines) may result in Loss of safe harbour protection and Intermediary treated as publisher for liability.
  • Applies to social media intermediaries and platforms.
  • Definition narrowed compared to earlier draft (October 2025).

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