According to reports citing government sources, the Centre directed ZEE5 to remove the film under provisions of the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. Officials reportedly cited security-related concerns while defending the decision.

The development has drawn sharp reactions from filmmakers, artists and supporters of the film, many of whom have questioned the circumstances under which the title was withdrawn after being made available to viewers.

Government sources indicated that the project was originally submitted to the Central Board of Film Certification (CBFC) in 2022 under the title Punjab 95. The film allegedly faced objections from the certification authority, which recommended a large number of cuts before granting approval.

According to officials, the suggested changes were not implemented by the filmmakers. The project later resurfaced under a different title, Satluj, and was released directly on an OTT platform, where CBFC certification is not mandatory under the existing regulatory framework.

Officials maintained that digital streaming content falls under the IT Rules, 2021, rather than the CBFC’s certification process. Once the matter came to the government's attention, ZEE5 was reportedly instructed to remove the film pending further directions.

The controversy intensified after filmmaker Anurag Kashyap publicly criticised the decision. In a social media post, Kashyap compared director Honey Trehan’s situation with that of acclaimed Iranian filmmaker Jafar Panahi, who has faced censorship, restrictions and legal action in Iran over his films and public positions.

Kashyap’s remarks added an international dimension to the debate, with several film industry figures expressing concerns about creative freedom and the treatment of politically sensitive subjects in cinema.

Meanwhile, Diljit Dosanjh reacted to the film’s removal by stating that he had anticipated such a possibility. He claimed that many viewers had already downloaded the film and encouraged supporters to continue sharing it.

His remarks sparked another controversy, with copies of the film reportedly appearing across social media platforms and video-sharing websites. Clips and full versions of the movie began circulating online soon after it disappeared from the streaming service.

In response, ZEE5 issued a public appeal urging viewers not to support piracy. The platform stated that it was making efforts to resolve the situation and hoped the film could return in the future through appropriate channels.

At the centre of the dispute is the film’s subject matter. Satluj is based on the life of human rights activist Jaswant Singh Khalra, whose work documenting alleged human rights violations in Punjab during the militancy era remains a sensitive chapter in Indian history.

The film was completed in 2023 and initially carried the title Punjab 95. Following objections and discussions regarding certification, the title was changed. The movie later received international exposure after being screened at the Toronto International Film Festival, where it drew attention for both its storyline and Diljit Dosanjh’s performance.

The film was subsequently released in select international markets before arriving on ZEE5 earlier this month.

Government-linked sources have reportedly argued that certain portions of the film could be vulnerable to misuse by anti-India elements or separatist groups. Concerns have also been raised about the possible interpretation of specific scenes in the context of pro-Khalistan narratives, particularly ahead of future political developments in Punjab.

Supporters of the film, however, argue that artistic works dealing with historical events should be evaluated on their merit and context rather than on speculative interpretations.

With the film now unavailable on its original streaming platform and piracy concerns growing, the debate surrounding Satluj has expanded beyond entertainment and into broader questions about digital regulation, censorship and freedom of expression in India.

Govt Rolls Out Stricter Norms for AI Content: ‘Continuous’ Labelling Mandatory

MeitY mandates permanent marking of synthetic visuals, extends public feedback deadline for new IT rules

The Ministry of Electronics and Information Technology (MeitY) has introduced tougher provisions for AI-generated content, mandating that all synthetically produced visual material carry a label that remains visible for the entire duration of its display. The move directly targets the rising threat of deepfakes and digital misinformation.

Major Shift in Labelling Rule

The proposed amendment modifies Rule 3(3)(a)(ii) of the draft IT Rules. Earlier drafts required “prominent visibility” of AI labels. The revised clause now demands “continuous and clearly visible” labelling throughout the content’s lifecycle. Officials confirmed that flashing warnings or temporary disclaimers will no longer suffice.

What ‘Continuous Labelling’ Means

Under the new framework, any AI-generated image, video, or audio clip shared on digital platforms cannot hide its synthetic origin after a few seconds. Labels must remain static and readable on screen. For text-based AI content, platforms will need to embed metadata markers. The rule applies to all intermediary platforms operating in India.

Why MeitY Tightened the Norms

Sources indicated that the decision follows a sharp rise in manipulated visuals circulating on social media. Several deepfake incidents targeting public figures and electoral processes prompted the urgency. The government aims to reduce public confusion between real and fabricated events. The move also seeks to hold platforms accountable for unlabelled synthetic content.

Unusual Mid-Consultation Update

Making substantive changes while the draft rules remain open for public consultation is rare. MeitY confirmed that the amendments are still under review. The Ministry also extended the feedback deadline from April 29 to May 7. Stakeholders, including tech companies and fact-checking organisations, now have additional time to examine the stricter provisions.

Impact on Digital Platforms

Social media giants and content-sharing websites will face compliance pressure. Permanent labelling requires technical changes to video players and image displays. Smaller platforms may struggle with implementation costs. Legal experts note that non-compliance could attract penalties under the IT Act. The rules aim to increase transparency without banning generative AI tools outright.

What Happens Next

MeitY will review public comments until May 7. Following that, the ministry is expected to publish the final version of the amendments. Industry bodies have sought clarity on technical standards for “continuous visibility.” The government has indicated that a phased rollout is likely. For now, the message is clear: synthetic content can no longer hide in plain sight.

In a major move to clean up the digital landscape, the Indian government has officially shortened the clock for social media giants. Starting February 20, 2026, platforms like X (formerly Twitter), YouTube, Meta (Facebook and Instagram), and Snapchat must remove flagged deepfakes and illegal AI content within just three hours.

The Ministry of Electronics and Information Technology (MeitY) notified the amendments to the IT Rules 2021 on Tuesday. This update shifts the responsibility squarely onto the platforms to ensure that "synthetically generated information" does not mislead the public or cause harm.

Mandatory Labelling and Digital Watermarks

One of the most significant changes is the mandatory labelling of AI-generated content. Under the new Rule 3(3), any content created or modified using AI must carry a clear, prominent label.

• Metadata Identifiers: Every AI post must have a unique, permanent metadata tag embedded in its code. This "digital fingerprint" cannot be hidden, edited, or deleted.

• Visibility Standards: For videos and images, the AI label must be easy to spot. For audio, a disclosure must be heard within the first few seconds of the clip.

• Verification Tools: Platforms are now required to provide technical tools that can verify if a piece of content is AI-generated before a user even hits the "upload" button.

Why the 3-Hour Rule Matters Now

The urgency comes after several high-profile incidents. From the viral deepfake of actress Rashmika Mandanna to a manipulated video of cricket legend Sachin Tendulkar promoting a gaming app, the speed at which misinformation spreads has outpaced traditional 36-hour removal windows.

By slashing the deadline to three hours, the government aims to stop "viral" misinformation in its tracks, particularly during sensitive periods like elections or when personal reputation is at stake.

Quarterly Warnings for Users

It’s not just the platforms under scrutiny; users are also being put on notice. Social media companies must now send quarterly warnings to their users. These notifications will remind people of the legal consequences—including potential criminal charges—for creating or sharing deceptive AI content.

"The goal is an open, safe, and accountable internet," a MeitY official stated. "Delayed removals lead to irreversible damage. We are ensuring the law keeps pace with technology."

Expert Perspective: The Cost of Compliance

While digital rights activists have largely welcomed the move to curb deepfakes, industry experts suggest a steep climb ahead for tech companies.

Practical Takeaways for Creators:

• Always Disclose: If you use AI tools to generate or heavily edit a post, use the platform's built-in "AI label" feature to avoid account strikes.

• Verify Sources: Before sharing "shocking" celebrity videos, check for the mandatory metadata or official labels.

• Stay Informed: Familiarize yourself with the new rules to avoid accidental violations that could lead to account suspension.

As the February 20 deadline approaches, the digital world watches to see if social media giants can scale their moderation speed to meet India’s new, aggressive standards.