The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026
The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 amends the 2021 Rules made under the Information Technology Act, 2000. The Ministry of Electronics and Information Technology (MeitY) announced these changes on 10 February 2026. They provide rules for AI-generated content and deepfakes and mandates intermediaries follow stricter timelines for content takedowns. The newly amended rules require intermediaries to follow the guidelines and monitor their content thoroughly.
Definition of Synthetically Generated Information (SGI)
As per Rule 2(1)(wa) of the IT Rules, 2021 (as amended), “synthetically generated information” (SGI) means audio, visual or audio-visual information which is artificially or algorithmically created, generated, modified or altered using a computer resource, in a manner that such information appears to be real, authentic or true, and depicts or portrays any individual or event in a manner that is, or is likely to be perceived as indistinguishable from a natural person or a real-world event.”
Simply said, SGI refers to AI generated content that can accurately mimic a real person or an actual event, potentially tricking viewers into thinking it’s authentic.The definition also excludes certain types of information from the ambit of SGI. These include information that is edited, formatted or improved using AI or other technologies
Due Diligence Requirements Relating to SGI
These amendments introduce significant due diligence obligations for intermediaries in relationto synthetically generated information provided under Rule 3(3) including;
- Deployment of technical measures to prevent unlawful SGI;
- Explicit prohibition of certain high-risk SGI categories;
- Mandatory labelling and provenance embedding for SGI which is not prohibited; and
- Safeguards to prevent tampering with or removal of such labels, metadata or identifiers.
Additionally, Rule 4(1A) for social media intermediaries establishes Enhanced Obligations for Significant Social Media Intermediaries. Before permitting users to display, upload, or publish material, an SSMI must:
- Obtain a user declaration as to whether the content is SGI;
- Deploy reasonable and appropriate technical measures, including automated tools, to verify the correctness of such declaration prior to publication, having regard to the nature, format and source of the information; and
- Where content is confirmed as SGI, either through user declaration and/or technical verification, ensure that it is displayed with a clear and prominent label or notice indicating that the content is synthetically generated.
The proviso to Rule 4(1A) clarifies that where an SSMI knowingly permits, promotes or fails to act upon SGI in contravention of the Rules, it shall be deemed to have failed to exercise due diligence under the IT Rules, 2021. This provision strengthens platform accountability in relation to unlawful SGI.
Compliance Timelines Under the Amended Rules
Under Rule 3(1)(d), intermediaries are required to remove or disable access to information within 3 hours of receiving actual knowledge through either an order of a court of competent jurisdiction or a reasoned intimation from the authorised officer of the Appropriate Government or its agency.
Under Rule 3(2)(a)(i), intermediaries must dispose of user grievances within 7 days of their receipt.
Under the Proviso to Rule 3(2)(a)(i), grievances seeking removal or disabling of access to information or communication links relating to content specified under Rule 3(1)(b) must be addressed within 36 hours.
Under Rule 3(2)(b), intermediaries are required to remove or disable access to content relating to nudity, sexual acts, impersonation or morphed content within 2 hours of receiving a grievance regarding such content.
Conclusion
Therefore, the amended Rules aims to promote transparency and accountability in the digital ecosystem especially with regards to synthetically generated information. These measures aim to balance technological innovation with the need to protect users from deceptive and harmful online content. Non-compliance with the prescribed timelines may result in intermediaries losing the safe harbour protection available under Section 79 of the Information Technology Act, 2000, thereby reinforcing the importance of adherence to the regulatory framework.
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