Social media platforms will have to clearly label AI content and comply with takedown requests by authorities within three hours.

India's Ministry of Information Technology has updated rules for the use of generative artificial intelligence on social media platforms.

Now platforms have three hours to remove content requested by authorities. Previously, they had a 36-hour window to take down such content.

Under India's IT rules, authorities can order the removal of content deemed illegal under any of its laws, including those related to national security and public order.

India's new rules require labelling of AI content
It will also be mandatory for platforms like Instagram, TikTok, Facebook and YouTube to clearly label what the government calls "synthetically generated information." The labels must be permanent markings that can't be suppressed or removed.

The government is also holding social media platforms responsible if this synthetic content is published without the required markings.

Certain categories of synthetic content are banned in the new rules, which were published on Tuesday as amendments to the country's 2021 IT Rules.

They will come into effect on February 20.

India wants to curb the online misuse of deepfakes and AI
India has around a billion internet users and a young population. This makes it an important market for social media.

But concern is growing over hyper-realistic deepfakes, impersonations and manipulated content being used for fraud, harassment and misinformation, among other things.

The announcement of the new rules comes as New Delhi is preparing to host a major global AI summit next week.

It will be attended by several world leaders, including French President Emmanuel Macron.