Introduction
Artificial intelligence has made it possible to create photographs, videos, voices and other digital content that can appear remarkably real. However, the same technology can also be used to create deepfakes, impersonate people, produce unlawful intimate content and spread misleading information. To address these risks, the Central Government amended the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 on 10 February 2026. The amendments came into force on 20 February 2026 and introduced specific obligations relating to synthetically generated information (SGI).
What Is Synthetically Generated Information?
The amended Rules define synthetically generated information as information that is artificially or algorithmically created, generated, modified or altered using a computer resource in a manner that reasonably appears authentic or true and may be perceived as indistinguishable from a natural person or a real-world event.
The definition primarily covers audio, visual and audio-visual content. This means that certain AI-generated or AI-altered photographs, videos and audio recordings may fall within the SGI framework.
However, not every use of technology to edit digital content automatically becomes SGI. The Rules exclude certain routine forms of processing, such as ordinary editing, colour adjustment, compression, noise reduction and other specified technical or accessibility-related processes where they do not materially alter the underlying content.
What Do Platforms Have To Do With AI-Generated Content?
The 2026 amendments introduce specific due-diligence obligations for intermediaries that provide computer resources capable of creating, generating, modifying or sharing SGI.
Platforms are required to deploy reasonable and appropriate technical measures to prevent users from creating or disseminating synthetic content that violates existing laws. The Rules specifically address harmful categories such as child sexual abuse material, certain sexually explicit or intimate content, unlawful representations and deceptive portrayals of individuals or real-world events.
For permissible synthetic content, the Rules introduce labelling and traceability requirements. Such content is required to carry a prominent label or disclosure identifying it as synthetically generated information. It also has to contain permanent metadata or another appropriate technical provenance mechanism, including a unique identifier where technically feasible, to help identify its synthetic origin.
Intermediaries are also required to take measures to prevent users from removing or altering such identifiers.
What Additional Rules Apply To Significant Social Media Intermediaries?
The amendments place additional responsibilities on Significant Social Media Intermediaries (SSMIs).
Before information is displayed, uploaded or published in specified circumstances, SSMIs are required to obtain a declaration from the user regarding whether the content is synthetically generated. They are also required to use reasonable and proportionate technical measures to verify the declaration. Where content is identified as SGI, the platform has to provide an appropriate and prominent disclosure or label.
This creates a system in which platforms are not only expected to respond to harmful AI-generated content after publication but also take steps to identify synthetic content at the point of publication.
What About Deepfakes And Impersonation?
Deepfakes are one of the clearest examples of why the amendments matter. A manipulated video or audio recording can make it appear that a person said or did something that never happened, potentially causing reputational, financial and personal harm.
The amended framework specifically addresses synthetic content that falsely portrays a natural person or a real-world event in a manner likely to deceive. This can involve misrepresentation of a person’s identity, voice, conduct, action or statement, or the false portrayal of an event as having occurred.
However, the Rules do not prohibit every AI-generated image, video or audio recording. Lawful and permissible synthetic content can continue to be created and shared when the applicable requirements, including disclosure and provenance requirements, are followed.
Faster Removal Of Unlawful Content
The amendments also tighten certain compliance timelines under the intermediary framework. Where an intermediary receives actual knowledge through a prescribed court order or an authorised government intimation under the applicable provision, the relevant unlawful content has to be removed or access disabled within three hours.
The amendments also strengthen grievance redressal requirements for certain sensitive categories, including complaints involving nudity and impersonation, with shorter timelines applying to specified complaints.
These changes are intended to reduce the time during which unlawful or harmful digital content can remain accessible after a valid complaint, order or intimation.
What Does This Mean For Social Media Users?
The changes are particularly relevant to users creating or sharing AI-generated photographs, videos, voice recordings and other synthetic content on social media.
AI itself has not been prohibited. Users can continue to use AI tools for legitimate creative, educational and personal purposes. The legal concern arises when synthetic content is used to deceive, impersonate another person, violate privacy or other applicable laws, create unlawful sexual material, harm children or otherwise facilitate unlawful conduct.
Users may therefore need to pay greater attention to whether AI-generated content is required to be labelled or disclosed before publishing it online. At the same time, platforms have been given greater responsibility to identify synthetic content and respond to unlawful material.
Conclusion
The IT Amendment Rules 2026 mark an important development in India’s approach to AI-generated content. Instead of imposing a blanket prohibition on artificial intelligence, the framework focuses on identification, labelling, traceability, platform due diligence and faster action against unlawful synthetic content.
For social media users, the message is simple. AI-generated does not automatically mean legally consequence-free. As deepfakes and synthetic media become increasingly difficult to distinguish from reality, the legal focus is shifting towards how the technology is used, whether synthetic content is properly identified and whether it causes or facilitates unlawful harm.
