India’s deepfake rules have been in force for four months, yet AI-generated content continues to spread without labels, and platforms show little sign of enforcing them. The Preity Zinta case, in which the Bombay High Court allowed the actor to sue Google and 15 others over AI-generated deepfakes, is only the latest example of an individual turning to the courts rather than relying on the rules.
The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules, 2026 came into force on February 20, 2026. They require platforms to label synthetically generated information (SGI), make users declare AI-generated content before uploading it, and remove flagged deepfakes within three hours, or within two hours in cases involving non-consensual intimate imagery (NCII).
Here are 10 instances since the rules took effect in which AI-generated content spread without labels, platforms failed to act, or victims had to seek remedies on their own.
- 1. Instagram told an NCII victim the deepfakes broke no rules. A MediaNama excerpt from a Decode and Tattle investigation documented the case of a woman targeted by an anonymous network using AI-generated nude images. The images were embedded into her Instagram reels and tagged to reach her followers. When she first reported them, Meta said the content did not violate its Community Standards. The rules require NCII content to be removed within two hours.
- 2. An AI app carrying CSAM stayed live on app stores. The same investigation found that a1.art, an AI app with more than one crore downloads on Google Play, contained child sexual abuse material (CSAM). Google did not answer questions about the findings, and the app remained available on both Google Play and Apple’s App Store.
- 3. A fabricated BSE CEO video resurfaced after the rules took effect. A deepfake of Bombay Stock Exchange (BSE) Managing Director and Chief Executive Officer Sundararaman Ramamurthy offering stock tips first circulated in January 2026. It resurfaced later, prompting BSE to issue a second advisory on March 8, 2026. BSE said the video had “resurfaced multiple times” despite efforts by law enforcement agencies and platforms to remove it.
- 4. A deepfake of the Finance Minister promoted an investment scam. An AI-generated video of Finance Minister Nirmala Sitharaman endorsing a high-return investment scheme continued to circulate in waves on Facebook and other platforms, prompting the Press Information Bureau (PIB) Fact Check Unit to debunk it again in 2026.
- 5. At least 19 unlabelled AI election videos spread during state polls. A Quint investigation traced at least 19 AI-generated videos circulating between January and April 2026 during the Assam, West Bengal, Kerala, and Tamil Nadu Assembly elections. None of the videos were labelled as synthetic by users or platforms. Official handles of the Bharatiya Janata Party (BJP), Congress, and the Dravida Munnetra Kazhagam (DMK) shared…
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