India orders faster takedown of deepfakes by social platforms

India has ordered social media platforms to step up policing of deepfakes and other AI generated impersonations. The government sharply shortened the time platforms have to comply with takedown orders. The amendments to the 2021 IT Rules bring deepfakes under a formal regulatory framework. They mandate the labeling and traceability of synthetic audio and visual content. Platforms face a three hour deadline for official takedown orders and a two hour window for certain urgent user complaints. Platforms must require disclosures on whether material is synthetically generated. They must deploy tools to verify those claims and ensure deepfakes are clearly labeled with traceable provenance data. Certain categories of synthetic content, including deceptive impersonations and non consensual intimate imagery, are barred outright. Non compliance can jeopardize safe harbor protections under Indian law. The rules expect platforms to use automated systems to identify and prevent prohibited content. Rohit Kumar, founding partner at The Quantum Hub, said the compressed grievance timelines will raise compliance burdens. Aprajita Rana, a partner at AZB and Partners, said the rules focus on AI generated audio visual content and carve out exceptions for routine uses of AI. The Internet Freedom Foundation warned that short timelines risk accelerating censorship and eliminating meaningful human review. The amendments followed a limited consultation process. The rules will come into effect on February 20.