-New instructions issued to ensure transparency and accountability
Jaipur. The Election Commission of India (ECI) has issued strict guidelines for all political parties, candidates and campaign representatives to prevent the increasing misuse of synthetically generated information and AI-generated content during elections. The Commission has clarified that such material is posing a serious threat to electoral integrity, voter confidence and the principles of level playing field. The Commission’s latest advisory states that artificial content created or modified through technological means creates the illusion of reality, which may mislead voters and affect the fairness of the electoral process. Keeping this in mind, the Commission has issued this advisory using its powers under Article 324 of the Constitution, so that transparency and accountability is maintained in the election campaign.
The Election Commission has also reminded that it is mandatory for all political parties and candidates to strictly follow the Information Technology Rules, 2021 (IT Rules, 2021) and the guidelines issued earlier by the Commission (dated May 6, 2024 and January 16, 2025).
The Election Commission has given major instructions that
1. Mandatory labeling of AI or digitally modified content –
It will be mandatory to display clear labels such as “AI-Generated”, “Digitally Enhanced” or “Synthetic Content” on any synthetically generated or AI-altered image, audio or video.
In visual content this label should cover at least 10% of the visual area. It should be displayed on the top band in the video. In audio material this is heard for the first 10% of the duration.
2. It is necessary to display the name of the responsible unit –
Each AI-generated content must include the name of the entity responsible for its creation, either in the metadata or in the caption.
3. Ban on misleading or illegal content –
No material may be published or shared that misrepresents a person’s identity, appearance or voice or is likely to mislead voters without that person’s consent.
4. Deadline for removing misleading content –
If misleading, AI-generated or artificially modified content is found on the official social media handles of any political party, it will be mandatory to remove the same within 3 hours of it being reported or coming to its notice.
5. It is mandatory to keep records of AI content –
All political parties will have to maintain an internal record of their AI-generated campaign material, including creator details and timestamps. It will be mandatory to submit this record when demanded by the Commission.
The Commission has also clarified that all these instructions will come into effect with immediate effect and will remain effective in all general and by-elections. The Election Commission has warned political parties that violation of these instructions will be considered a serious violation of the electoral code of conduct.
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