AI-made photos and videos must now carry a label in India
What happened: On 10 February 2026, the Ministry of Electronics and IT notified amendments to the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules. They came into force on 20 February 2026.
The key changes:
- Labels for AI content: audio, images and video that are created or altered by AI to look real (“synthetically generated information”) must be clearly labelled. Platforms that offer AI tools must also try to stop people making unlawful fakes.
- Faster takedowns: unlawful content must come down within 3 hours of a lawful order (it used to be 36 hours).
- Intimate or morphed images: must be removed within 2 hours of a complaint (it used to be 24 hours).
- Complaints: platforms must resolve grievances within 7 days (it used to be 15).
Why it matters for you: you’ll see more “AI-generated” labels on Instagram, YouTube, Facebook and other apps. But no label doesn’t mean real: scammers don’t follow the rules, and labels can be stripped when content is downloaded and re-shared.
If someone makes a deepfake of you or your child:
- Take screenshots and copy the links.
- Report it on the app (use the “report” option and the platform’s grievance officer).
- Report it at cybercrime.gov.in, or call 1930 if money is involved.
Read more: AI pictures, and how to spot fakes.