Synthetic Media Now Explicitly Regulated Under India’s IT Rules

The Government of India has notified significant amendments, Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 to the IT Rules, 2021—formally bringing synthetically generated information (SGI), including AI‑generated audio, images, and video, within the due‑diligence and accountability framework for intermediaries. India’s move marks a decisive step in regulating AI‑generated content, balancing innovation with accountability, user safety, and transparency

Here are the key takeaways shaping India’s regulatory approach to AI‑generated content:

🔹 1. SGI now expressly covered under IT Rules Synthetic media is treated as “information” for unlawful‑content obligations across Rules 3 and 4.

🔹 2. Broad definition of SGI Covers any AI‑generated or algorithmically altered audio, visual, or audiovisual content that appears real to an ordinary viewer.

🔹 3. Clear exclusions Routine editing, accessibility enhancements, and good‑faith educational or research materials are not treated as SGI.

🔹 4. Two categories created • Prohibited SGI (unlawful content) – must not be allowed. • Permitted SGI – allowed only with clear labels and provenance.

🔹 5. Mandatory technical safeguards Intermediaries enabling SGI creation must proactively prevent unlawful synthetic content, including CSAM, non‑consensual intimate imagery, false documents, and deceptive portrayals.

🔹 6. Labelling + provenance Permitted SGI must carry visible disclosures and embedded metadata or unique identifiers, where technically feasible.

🔹 7. Intermediary “awareness” triggers action Platforms must act swiftly on SGI violations—disable access, suspend accounts, preserve evidence, and disclose identity to victims as per law.

🔹 8. Pre‑publication checks for Significant Social Media Intermediaries Platforms must ask users to declare SGI, verify it using technical tools, and ensure proper labelling before publication.

🔹 9. Quarterly user notices Mandatory reminders about content removal, account suspension, legal liability, and SGI‑specific consequences.

🔹 10. Defined consequences for SGI violations Immediate takedown, account suspension, identity disclosure to victims, and mandatory reporting obligations.

🔹 11. Accelerated timelines Takedown and grievance redress timelines have been significantly shortened (e.g., 36 hours → 3 hours; 24 hours → 2 hours).

🔹 12. Safe harbour preserved Proactive moderation of SGI, including automated tools, will not compromise intermediary safe harbour under Section 79.