India has introduced a stricter regulatory requirement for social media platforms, mandating that unlawful content be removed within three hours of notification, significantly reducing the earlier 36 hour compliance window under its IT framework.
The announcement, made by the government on Tuesday, amends India’s 2021 IT rules, which have previously been a point of contention between Prime Minister Narendra Modi’s administration and major global technology firms. Under the revised regulations, platforms such as Meta, YouTube, and X will be required to act swiftly once notified about content deemed illegal under Indian law. The new timeline represents a substantial tightening of enforcement expectations and may pose operational and compliance challenges for companies that manage high volumes of user generated content across diverse formats and languages. The regulations are scheduled to take effect from February 20, giving companies a limited window to adjust internal moderation workflows and escalation mechanisms.
In addition to the shortened takedown deadline, the amended rules also modify earlier proposals concerning artificial intelligence generated content. A prior draft had required platforms to visibly label AI generated material across 10 percent of its surface area or duration. The updated provision relaxes that numeric threshold but mandates that such content be prominently labelled. This shift indicates a recalibration in how the government expects digital platforms to address transparency around synthetic media, while still emphasizing visibility for users. The broader regulatory structure continues to empower authorities to direct the removal of content considered illegal under various statutes, including those related to national security, public order, and sexual offenses. Over recent years, transparency reports published by major platforms indicate that thousands of takedown orders have been issued in India, underscoring the scale of enforcement activity.
The move reflects India’s continued efforts to assert tighter control over online speech and digital platforms operating within its jurisdiction. The takedown regime has drawn criticism from digital rights advocates who argue that compressed response timelines could affect due process and content review standards. It has also led to friction between authorities and companies including Elon Musk’s X. Following the announcement of the amended rules, Meta declined to comment, while X and Alphabet’s Google, which operates YouTube, did not immediately respond to requests for comment. India’s action comes amid broader global pressure on social media companies to strengthen content moderation practices, as governments from Brussels to Brasilia push for faster removals and clearer accountability mechanisms. The three hour rule places India among jurisdictions seeking accelerated enforcement, further shaping the compliance landscape for multinational technology platforms operating in one of the world’s largest digital markets.
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