New IT Rules: 3-Hour Window for Deepfake Takedowns, AI Content Labeling

• Government notifies new IT Rules, 2026, amending 2021 regulations, applicable to all online intermediaries including social media and AI platforms.
• Rules explicitly define AI-generated, synthetic, and manipulated content (deepfakes, voice cloning) as regulated, effective February 20, 2026.
• A critical 3-hour window is mandated for content removal in high-risk situations like national security threats or child sexual abuse material.
• Platforms must label AI-generated content, especially if it uses a real person's likeness or influences public opinion, to prevent deception.
• Failure to comply with rules, including the 3-hour window, leads to loss of 'safe harbor' protection, exposing platforms to legal liability.