<h1>Government tightens social media rules on AI content: three-hour takedowns, mandatory labelling and metadata embedding.</h1> The IT Rules are amended to bring AI-generated and synthetic content within the regulatory framework, requiring platforms and AI tool providers to remove unlawful content within three hours (two hours for intimate or sexual material), mandate clear permanent labelling and metadata for synthetic content, prevent removal of labels, deploy automated prevention tools, verify user declarations about AI-origin, shorten grievance timelines, and report serious AI-related crimes to authorities.