IT (Intermediary Guidelines) Amendment Rules, 2025

IT (Intermediary Guidelines) Amendment Rules, 2025: AI & Synthetic Content

These amendments tighten regulations on synthetically generated information (SGI) and AI-based content to curb deepfakes and ensure digital accountability. The rules introduce formal recognition of synthetic content, mandatory labelling, intermediary obligations, prohibited content categories and faster compliance timelines.

Key Provision	Details
Recognition of Synthetic Content	Provides the first formal definition of SGI, specifically targeting deepfakes and AI impersonations while excluding routine editing and academic materials.
Mandatory Labelling & Disclosure	All SGI must be prominently marked as artificial and embedded with metadata or unique identifiers. Intermediaries are prohibited from allowing removal or suppression of these AI labels.
SSMI Obligations & Safe Harbour	Significant Social Media Intermediaries must verify user declarations for AI content. Failure to comply leads to loss of “Safe Harbour” protection under Section 79 of the IT Act.
Prohibited Content	Mandates blocking SGI involving CSAM, non-consensual intimate imagery, and deceptive impersonation.
Accelerated Compliance	Takedown timelines for lawful orders are reduced from 36 hours to 3 hours, and the grievance redressal window is shortened from 15 days to 7 days.

PT Facts

Subject: AI and synthetically generated information regulation.
Key Term: SGI — Synthetically Generated Information.
Main Target: Deepfakes and AI impersonations.
Safe Harbour Link: Section 79 of the IT Act.
SSMI: Significant Social Media Intermediaries must verify user declarations for AI content.
Mandatory Disclosure: SGI must be labelled and embedded with metadata or unique identifiers.

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