​ Too fake to be good, Pg10

Key Highlights:

• The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 mandate prominent labeling of AI-generated imagery on social media platforms.
• The rules now require users to declare synthetically generated content.
• The government has reduced the timeline for content takedown to 2-3 hours.
• These changes were introduced without public forewarning or open consultation.

Detailed Insights:

• The mandate for labeling AI-generated imagery aims to inform users about the authenticity of content they encounter online.
• The government intends to regulate AI only as necessary, demonstrating restraint in its approach to AI regulation.
• Proactive detection of synthetic content by platforms is challenging due to the rapid evolution of technology and investment in overcoming detection mechanisms.
• Reduced compliance timelines for content takedown may incentivize platforms to prioritize takedowns over freedom of expression.
• The lack of open consultation raises concerns about the consideration of all interests, especially those of hyperscalers with significant investments.
• Sudden changes to social media governance without parliamentary debate are inappropriate, given the potential ramifications for freedom of expression.
• The IT Rules remain contested in multiple court cases, highlighting ongoing concerns about their impact on digital rights.

Key Concepts Involved:

• AI-generated imagery: Images created using artificial intelligence technologies.
• Safe harbor: Provisions that protect online platforms from liability for user-generated content.
• Freedom of expression: The right to express one's opinions and ideas without censorship or restraint.