The new clause, in the upcoming revised information technology (IT) intermediary guidelines, is similar to the practices in the US and Europe.

Once the amendments are notified, social media platforms such as Twitter, TikTok, YouTube, Instagram and Facebook will have to appropriately tag and identify all promoted content published on their platforms.

“The onus of non-user generated content will now fall on social media platforms,” a senior government official was quoted as saying by ET.

MeitY told the Supreme Court in October last year that it would notify the revised intermediary rules by January 15, but failed to do so.

“Now, social media companies will not be able to take refuge in the safe harbour protection clause of the IT Act,” unidentified sources told the ET. | To read full story, visit https://startuparound.com/read/1581057007.2373848/Facebook,-Twitter,-YouTube-May-Soon-Be-Accountable-For-Promoted-Content?ref=audio_experience