"While these are robust and elaborate, it may translate into a certain degree of cost and operational challenges with it. That said, the intermediary guidelines have recognised and acknowledged the concept of self-regulation which can now show the way for other sectors in the online space to replicate and evolve a Government-Industry-Governance Model," he added. Sajai Singh, Partner at J Sagar Associates, said elements of traceability, local address requirement and 24 hour-take down "will surely put pressure on social media intermediaries". The norms on social media come weeks after a spat between the government and Twitter over certain messages around farmer protests that the government saw as inciting violence. The government sought removal of about 1,500 accounts and messages, a request that Twitter complied with, only after being warned of penal action. The government has also confronted Facebook and WhatsApp in the past over issues like misinformation on the platform, data breaches, and traceability of originator of inflammatory messages that have incited violence. Industry executives were also of the view that while the regulations announced are robust, proper implementation of these would be critical. BML Munjal University Dean Nigam Niggehalli said the rules are trying to regulate the more unsavoury features of social media and OTT content -- pornographic content and fake news being the two most obvious problems. "The real issue, which we will have to wait and watch, is to see how the rules are implemented and whether more bureaucratic supervision will lead to more stifling of freedom of expression," Niggehalli said. Mishi Choudhary, managing partner of boutique law firm Mishi Choudhary and Associates, said the rules have "some sprinkling of positive clauses" like addressing taking down of content on revenge porn but raises the barrier of entry for new entrants who don't have offices in India. Broadband India Forum (BIF) said self-regulation of online curated content providers is a "responsible and mature step". "...we feel that the adoption of a self-regulation code by the industry is the right way forward," BIF President TV Ramachandran said.
