The government has notified a new law aimed at tackling deepfakes and misleading AI-generated content on the internet will require platforms and users to clearly disclose material that is not real, tightening rules to prevent people from being deceived online.

Under the new framework, anyone uploading AI-generated or AI-altered photos, videos or audio, including deepfakes, will be required to declare that the content has been created or modified using artificial intelligence. Social media platforms such as Instagram and X will also have to clearly label AI-generated content so users are not misled into believing it depicts a real person or a real event.

The law also mandates that AI-generated files carry hidden digital tracking, known as metadata, allowing experts to identify which AI tool was used to create the content. This is aimed at improving traceability and accountability in cases of misuse.

The government has also significantly tightened timelines for platforms to act against illegal or harmful content. While platforms earlier had up to 36 hours to take down flagged material, they will now be required to remove such content within three hours.

In addition, grievance redressal timelines have been shortened. Platforms must now acknowledge user complaints within two hours, down from the earlier 24-hour window, and resolve the issue within seven days instead of 15.

The changes are intended to curb the misuse of AI, improve transparency online and ensure faster action against harmful digital content.

Source: News18