India's government announced tighter social media rules on Tuesday. Platforms like Meta, YouTube, and X must now remove unlawful content within three hours of notification. This updates an earlier rule requiring removal within 36 hours. The changes modify the 2021 IT rules, already controversial between Prime Minister Narendra Modi's government and global tech firms. The new rules also ease demands on AI content labelling. Instead of covering 10% of a post, AI-generated content must be "prominently labelled." These regulations take effect from February 20. Critics warn the three-hour rule may be hard to meet. It reflects India's growing push to control online speech, which has sparked clashes with companies including Elon Musk's X.