Meemansa Achary
Monday, 16 February 2026
In a landmark move to regulate artificial intelligence (AI), the Indian government has introduced new IT rules mandating the labeling of AI-generated content. This regulatory framework, effective from February 15, 2026, targets major social media platforms to boost transparency and accountability in digital communications.
According to the Gazette of India, platforms such as Facebook and Instagram must now label AI-created content, including deepfake videos and synthetic audio. Moreover, these platforms are required to remove such content within three hours of notification, a measure designed to combat misinformation and mitigate the risks posed by misleading AI-generated materials.
The government has invoked Section 69A of the Information Technology Act, 2000, to extend its regulatory reach to AI content, aligning it with existing measures for the removal of harmful online materials. This amendment underscores the growing necessity to address AI's implications in digital interactions.
Critics, including digital rights activists, caution that the three-hour takedown window may not allow sufficient time for platforms to accurately verify flagged content, potentially leading to over-censorship and infringing on freedom of expression.
The repercussions of these regulations extend beyond social media. Businesses employing AI for marketing and communications must now comply with labeling requirements or face penalties. Non-compliance could result in fines, significantly impacting digital operations.
As digital content continues to evolve, legal experts and industry stakeholders will closely monitor the implementation of these rules. The government has promised further clarifications on enforcement, paving the way for future adjustments based on stakeholder feedback.
These new IT regulations mark a pivotal moment in managing AI content in India, raising critical questions about balancing innovation with regulation. The coming months will be crucial as stakeholders adapt to this evolving regulatory landscape.
What You Need to Know
India mandates social media platforms label AI-generated content, including deepfakes, effective February 15, 2026, per new IT rules.
Social media platforms, businesses using AI for marketing, and digital content creators are directly affected by these labeling requirements.
Extends Section 69A of the IT Act, 2000, to AI content, setting precedent for regulating AI's impact on digital communications and misinformation.
Legal professionals should advise clients to implement AI content labeling mechanisms and prepare for potential takedown requests within the 3-hour window.
New IT rules require AI content labeling on platforms like Facebook, with strict removal deadlines to curb misinformation.
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