New rule mandates clear labelling of synthetic content on digital platforms

The Centre has tightened India’s digital governance framework by formally bringing synthetically generated information, including AI-created audio, video and visual content, under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, according to media reports. The amendments, reporetdly notified on February 10, 2026, seek to address rising concerns around deepfakes, misinformation and misuse of synthetic media, while placing clearer accountability on digital intermediaries.

The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026, will come into force from February 20, 2026. For the first time, they introduce a clear definition of synthetically generated information as content that is artificially or algorithmically created or altered in a manner that appears authentic and may be indistinguishable from real persons or events. At the same time, routine editing activities such as formatting, colour correction, translation or accessibility enhancements have been excluded, provided they do not materially distort meaning or context, say the reports.

A central feature of the amendments is mandatory disclosure. Platforms that enable or facilitate the creation or dissemination of synthetic content must ensure it is clearly and prominently labelled. They are also required to embed persistent metadata or technical provenance mechanisms to enable traceability, to the extent technically feasible, and are barred from allowing the removal or tampering of such identifiers.

Significant social media intermediaries face higher compliance thresholds, including obtaining user declarations on whether content is synthetically generated and deploying proportionate technical measures to verify such claims. The rules also compress response timelines for lawful takedown orders in specific cases, signalling a tougher enforcement stance.

Importantly, the government has clarified that intermediaries acting against synthetic content in line with the rules will continue to enjoy safe harbour protection under Section 79 of the IT Act. The amendments together mark a decisive policy signal on regulating AI-driven content without diluting platform protections.