



AI rules: 2-hour deepfake takedown timeline lands Big Tech in compliance furore
Subscribe to enjoy similar stories. NEW DELHI: India’s first-ever artificial intelligence (AI) law, notified on Tuesday, may set Big Tech scrambling to put in place adequate content moderation teams after New Delhi drastically shortened timelines for taking down deepfake posts with nudity, defamatory and other illicit content. The Centre has maintained that most technology firms are well-equipped to automate scanning and curb harmful content online.
However, lawyers and policy executives said sweeping automation could lead to legitimate posts being taken down, content creators and advertisers being disrupted, and users potentially taking hours to make a single post—each a factor that may break the smooth flow of operations on the open internet. Such a short window for taking down content is rare. The US, which signed its ‘Take It Down Act’ into law on 19 May last year, mandates the removal of non-consensual sexual imagery within 48 hours of the matter being reported by a victim.
The European Union (EU) AI Act urges platforms to remove content proactively, but without a specific timeline. The same applies in China too, with its law mandating “high pressure" on social media firms to remove illicit AI-generated or modified deepfakes—but without specifying a timeline. Big Tech firms that run Instagram, LinkedIn, X (formerly Twitter) and YouTube—India’s top social media platforms—are currently on a wait-and-watch mode with the new timelines for content takedown in India.
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