Government has issued an advisory to social media intermediaries to identify misinformation and deepfakes. Centre has asked social media intermediaries to ensure that due diligence is exercised and reasonable efforts are made to identify misinformation and deepfakes. Ministry of Electronics and IT said such cases must be expeditiously actioned against, well within the timeframes stipulated under the IT Rules 2021. The advisory stated that such content must be removed within 36 hours of reporting. The intermediaries were reminded that any failure to act as per the relevant provisions of the IT Act and Rules would attract Rule 7 of the IT Rules, 2021 and could render the organisation liable to losing the protection available under Section 79(1) of the IT Act.