‘Three hours to take down content’: Centre amends IT rules, mandates AI labelling

Under the revised rules, content created or altered using AI tools must be clearly labelled. Users will be required to disclose whether their posts have been generated or modified using artificial intelligence.

The amendments also mandate intermediaries to remove certain categories of unlawful or harmful content within three hours of receiving notice.

Additionally, social media platforms must clearly inform users — through their terms of service and user agreements — about the consequences of sharing unlawful content, including removal of posts, suspension or termination of accounts.

The new guidelines will come into effect on February 20.

However, industry experts have raised concerns about the practicality of implementing the tighter timelines.

Akash Karmakar, partner at Indian law firm Panag & Babu specialising in technology law, told Reuters: “It’s practically impossible for social media firms to remove content in three hours. This assumes no application of mind or real-world ability to resist compliance.”

The new rules are expected to intensify tensions between the government and major social media platforms, including Elon Musk-owned X.

In recent years, India has issued a large number of takedown orders to digital platforms, drawing criticism from digital rights advocates who argue that such measures risk overreach and curbing online speech.