The Election Commission of India (ECI) has introduced a new mandate requiring political parties to prominently label content created or modified using artificial intelligence (AI) or synthetic digital technologies. The move aims to enhance transparency and ethical conduct in the increasingly digital landscape of political campaigns.
Clear Labelling for AI and Synthetic Content
In its advisory, the ECI stressed the importance of transparency, particularly in campaigns that use advanced digital tools. Political parties and candidates must now ensure that all AI-generated or digitally modified content, including images, videos, and audio, are clearly marked with disclaimers such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.”
“This measure will foster responsible campaigning and ensure voters are adequately informed,” the ECI stated. The guidelines extend to both online and offline promotional materials, underscoring the ECI’s commitment to fair election practices.
Building on Earlier Guidelines
The new rules build on directives issued during the 2024 Lok Sabha elections, where political parties were required to remove deepfake content within three hours of notification. At that time, the ECI also prohibited the dissemination of misleading or synthetically modified materials designed to manipulate voter perceptions.
Addressing Recent Controversies
The advisory comes amidst recent controversies regarding the use of AI-generated content in political campaigns. In Delhi, the Bharatiya Janata Party (BJP) accused the Aam Aadmi Party (AAP) of deploying AI-altered materials to tarnish the reputations of Prime Minister Narendra Modi, Union Home Minister Amit Shah, and other senior BJP leaders. Complaints and First Information Reports (FIRs) have been filed against AAP, which has dismissed the allegations as politically motivated. The Delhi Assembly elections, slated for February 5, are expected to see heightened scrutiny over campaign practices.
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Promoting Responsible Use of AI
The ECI’s move is seen as a proactive step to address the growing influence of AI in political campaigns. By mandating clear labelling, the commission aims to safeguard voter trust while encouraging ethical use of emerging technologies.
As India gears up for a busy election season, the ECI’s guidelines highlight the need for accountability and transparency in modern political campaigns, setting a precedent for the responsible use of technology in democratic processes.
