The government has tightened rules for social media platforms to tackle AI-generated deepfakes and other synthetically generated content, including fake audio, video and text.Under amendments to the IT Rules made in February, platforms must clearly label permissible AI-generated content and ensure it carries traceable metadata so users can identify “synthetically generated material”.The amended rules require platforms to take measures against unlawful AI-generated content, including deepfakes, child sexual abuse material, non-consensual intimate images and AI-based impersonation. Platforms must also inform users about the “legal consequences” of creating or sharing unlawful AI-generated content.The government has cut the deadline for platforms to remove unlawful content from 36 hours to 3 hours which shall start after receiving a valid notice from the government or a court. The rules also require intermediaries to deploy “reasonable and appropriate technical measures” to prevent users from creating or disseminating unlawful synthetic content.Significant social media intermediaries must use automated tools or other technical measures to proactively detect certain unlawful content, including material depicting rape or child sexual abuse. They must also make “reasonable efforts” to identify content that is identical to material previously removed.
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The government has also tightened grievance redressal timelines. Complaints involving sensitive issues such as nudity and impersonation must be addressed within 2 hours, compared with the earlier 24-hour timeline.Failure to comply with the IT Rules can result in platforms losing their safe-harbour protection under Section 79 of the IT Act, which protects intermediaries from liability for third-party content subject to certain conditions.The government said the measures are part of its efforts to ensure an “open, safe, trusted and accountable cyberspace” while promoting the “responsible development, deployment and adoption of AI” in India.
