The Centre, in a major crackdown on deepfake content on social media, has amended the Information Technology Intermediary Guidelines and Digital Media Ethics Code Rules, making it mandatory for social media platforms to take down all such content within three hours, compared to the earlier deadline of 36 hours. This is the first time AI-generated content, including deepfake videos, synthetic audio and manipulated visuals, have been brought within the ambit of a formal regulatory framework. The new rules will come into force from February 20. It will now be mandatory for social digital platforms to identify, label and trace AI content.
