India’s New IT Rules Put Deepfakes & AI Content Under Regulation

Effective February 20, 2026, the Indian Government has notified amendments to the IT (Intermediary Guidelines & Digital Media Ethics Code) Rules, 2021, introducing sweeping compliance mandates for platforms handling AI-generated content.

Why It Matters for Startups & Tech Innovators:

AI-Generated Content Officially Regulated

The rules now define “Synthetically Generated Information” — covering AI-generated text, images, video, and audio. Platforms that enable such content must ensure safeguards against misuse, including impersonation and misinformation.

Mandatory Labelling & Provenance

All AI-generated content must carry visible, persistent labels and metadata markers indicating its synthetic nature. These must be tamper-proof, ensuring traceability even if content is reshared or edited.

Stricter Platform Due-Diligence

Intermediaries—especially significant social media platforms—must:

● Require users to declare if content is AI-generated before posting.

● Use automated tools to detect and block illegal deepfake content (e.g., fake public figures, non-consensual imagery, fabricated records).

Faster Response & Takedown

Compliance timelines for takedown requests and user reports have been significantly shortened, in some cases to hours, increasing the operational burden on content platforms.

User Accountability Rises

Users violating these norms face consequences:

● Account suspension

● Identity disclosure to victims

● Legal penalties under IT Act and criminal laws

India’s approach reflects a global shift toward AI governance via platform accountability. For startups building GenAI tools, creator platforms, SaaS for content, or social apps, this means:

Compliance by Design must now include:

● Built-in content labelling

● Audit trails

● Moderation automation

● Transparent user disclosures

AI-driven innovation is still welcome—but unlabelled, deceptive synthetic content is now a regulatory red zone. Startups must adapt swiftly or risk legal and reputational fallout in India’s tightening digital ecosystem.