NEW DELHI: The Election Commission of India (ECI) has issued an advisory to all national and state-recognized political parties, directing them to label AI-generated or synthetic content, including images, videos, and audio, used during election campaigns.
The aim is to enhance transparency and accountability in election campaigning while ensuring that voters are informed about the nature of the content shared by political parties and their representatives.
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The advisory outlines the following measures:
- Labelling AI-Generated Content: Political parties must clearly label any AI-generated or significantly altered content with terms such as “AI-generated,” “Digitally Enhanced,” or “Synthetic Content.”
- Disclosures in Campaign Materials: Campaign advertisements or promotional materials disseminated online or through other platforms must include disclaimers wherever synthetic content is used.
During the 2024 Lok Sabha Elections, the ECI also issued guidelines on the ethical use of social media, emphasizing the need to curb the misuse of AI-generated content, including deepfakes and manipulated media. These guidelines were formulated following directions from the Delhi High Court in response to a Public Interest Litigation.
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The advisory, dated January 16, comes ahead of the Delhi Assembly Elections 2025, scheduled for February 5, for which major parties, including the Aam Aadmi Party, Bharatiya Janata Party, and Congress, are campaigning to win the capital.
Recently, AI-generated videos featuring political leaders such as Amit Shah, Arvind Kejriwal, and Akhilesh Yadav alongside Baba Bhim Rao Ambedkar have gone viral. In one such video, Baba Ambedkar is shown slapping Arvind Kejriwal and scolding Amit Shah.
The advisory highlights the growing influence of artificial intelligence in creating convincing synthetic content, which has the potential to shape public opinion and trust. The ECI noted that the responsible use of AI technologies is essential for maintaining fair election practices.
Political parties have been urged to comply with the advisory to promote ethical practices and prevent the misuse of emerging technologies in electioneering.