With the rapid rise of AI-generated fake videos, images and audio, authorities have introduced stronger guidelines to tackle the misuse of deepfake technology. The updated framework focuses on faster removal of harmful content, greater transparency and stricter responsibility for digital platforms.

A key highlight of the new rules is the three-hour removal requirement. Social media companies must take down unlawful or misleading deepfake content within three hours after receiving official notice from government agencies or court orders. This significantly shortens the earlier response window and aims to prevent fake content from spreading widely.

Another major step is mandatory labelling of AI-generated content. Any image, video or audio created or altered using artificial intelligence must clearly indicate that it is synthetic. Platforms are also required to ensure that embedded digital markers or identifiers remain intact, making it easier to trace manipulated media and prevent misuse.

The guidelines also push platforms to strengthen their internal systems. Companies must deploy reliable detection tools, regularly alert users about risks of AI-driven misinformation and maintain clear grievance redressal mechanisms. Senior officials of social media intermediaries could face accountability if platforms fail to comply with the rules.

In addition, updated IT regulations emphasise transparency in takedown procedures. Removal orders must clearly mention legal grounds, and periodic reviews are expected to ensure fairness and prevent arbitrary action.

Overall, the strengthened deepfake removal framework is designed to curb misinformation, protect individuals from reputational damage and fraud, and build a safer and more trustworthy digital environment as AI technology continues to evolve.