India’s government announced on Tuesday that social media companies must remove unlawful content within three hours of notification, tightening the previous 36-hour deadline. This change amends the 2021 IT rules and will be effective from February 20. The new timeline could be a big compliance challenge for major platforms like Meta, YouTube, and Elon Musk's X. The rules also updated AI-generated content labelling. Instead of the earlier idea to label AI content over 10% of its surface or length, the new rule only requires that such content be “prominently labelled”. This move is part of India’s growing effort to control online speech and enforce quicker takedown orders. The government can remove content deemed illegal under laws related to national security, public order, and sexual offenses. India has issued thousands of such takedown orders in recent years. Meta did not comment on the new rules. X and Google, which runs YouTube, also did not respond to requests for comment. These regulations come amid global pressures for social media companies to act faster and be more accountable for online content. Governments worldwide, from Brussels to Brasilia, are demanding similar quick takedowns and stricter rules.