India’s ₹4,500 crore creator economy is bracing for major changes as the government enforces new IT rules. Platforms must remove flagged content within three hours and label AI-generated material. While aimed at curbing misinformation and deepfakes, creators worry about stricter compliance, reduced flexibility, and potential impact on earnings.
The Union Government has notified amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2026, introducing one of the world’s toughest frameworks for synthetic media. Social media platforms and intermediaries must now remove flagged content within three hours, a sharp reduction from the earlier 36-hour deadline.
Additionally, AI-generated or synthetic content must be clearly labelled, with platforms held accountable for detection and compliance. While officials argue this will protect users from misinformation and deepfakes, industry experts warn that India’s booming creator economy—valued at ₹4,500 crore—could face disruptions. Creators may need to adapt workflows, invest in compliance tools, and rethink monetization strategies.
Major Takeaways
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3-hour takedown deadline for flagged content under new IT rules
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Mandatory labelling of AI-generated and synthetic media
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Platforms face enhanced obligations and stricter liability
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Creator economy worth ₹4,500 crore may see compliance challenges
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Rules aim to curb misinformation, deepfakes, and harmful content
Conclusion
India’s new IT rules mark a turning point for digital governance. While they strengthen safeguards against misinformation, they also reshape the creator economy, demanding greater accountability and adaptability from platforms and content creators alike.
Sources: Financial Express, LL Insights, Jidesh Kumar Legal Analysis