The Union Government notified the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 on February 10, 2026, effective from February 20, 2026. The rules directly target the growing menace of deepfakes and synthetic AI-generated misinformation that have proliferated across social media platforms.

The amendment introduces the concept of 'Synthetic Generated Information' (SGI), defined as any audio, visual, or audio-visual content created or algorithmically altered to appear real or indistinguishable from a natural person or real-world event. Key obligations on intermediaries include: a strict 3-hour takedown window for deepfakes reported by users; a 2-hour removal deadline for non-consensual intimate synthetic content; mandatory labelling of all AI-generated content using provenance technologies; and maintenance of detailed logs for regulatory review.

Platforms are also required to implement automated pattern recognition tools to proactively detect SGI. India joins the European Union's AI Act and South Korea's deepfake legislation as early movers in regulating AI-generated content. The rules are especially significant for elections and public discourse, as deepfakes of political figures have been used to spread disinformation. India's 102.86 crore internet subscribers make this regulation one of the world's largest-scale AI governance exercises.