AI Regulation ReferenceIT (Intermediary Guidelines) Amendment Rules 2026 — Synthetic Media
Obligations Covered
Provisions (2)
Synthetic Media Labeling and Provenance #
India's first binding synthetic media obligations: intermediaries enabling AI-generated content (deepfakes, audio/video synthesis) must embed permanent provenance metadata and prominent labels — and prevent their removal. Non-compliance forfeits safe harbor under the IT Act 2000.
Requirements
| Requirement | Details |
|---|---|
| Prominent labeling | Synthetically generated information (SGI) must carry prominent, visible labels |
| Permanent metadata | Technical provenance mechanisms (e.g., unique identifiers) must be embedded and preserved |
| Removal prevention | Intermediaries must not allow labels or metadata to be suppressed or stripped |
| Blocking unlawful SGI | Deploy reasonable technical measures to prevent SGI that violates Indian law |
| Deepfakes/impersonation | SGI constituting deepfakes, non-consensual intimate imagery, or impersonation must be removed within 2 hours of knowledge |
| General harmful content | Other unlawful SGI content must be removed within 36 hours of knowledge |
| Quarterly user disclosure | Inform users every quarter about SGI rules, unlawful content categories, and platform policies |
Penalties
| Violation | Fine |
|---|---|
| Non-compliance with due diligence | |
| Failure to act after knowledge |
Synthetic Media Metadata Retention #
Requirements
| Requirement | Details |
|---|---|
| Permanent metadata | Provenance metadata (unique identifiers, creation markers) must be embedded permanently |
| Metadata integrity | Intermediaries must ensure metadata is not removed, modified, or suppressed by downstream users or systems |
Penalties
| Violation | Fine |
|---|---|
| Non-compliance |