India tightens Deepfake rules: What changes for AI content?

India has tightened its rules around deepfakes and other AI-generated content, bringing stricter labelling requirements, faster takedown timelines and greater accountability for online platforms.Under the amended IT Rules, platforms can have just three hours to remove or disable unlawful content after specified court or government notices, down from 36 hours. Grievance redressal timelines have also been shortened, while platforms are required to deploy technical measures to detect and prevent certain unlawful synthetic content.But is India banning AI-generated content? No. The focus is on making permitted synthetic content identifiable while cracking down on unlawful uses such as impersonation, non-consensual intimate imagery, child sexual abuse material and deceptive representations of people or real-world events.Watch the video to understand what India's new deepfake rules mean, what platforms must do, and how the new timelines could change the way harmful AI content is dealt with online.