EC sets rules for AI and deepfake content in polls; parties must disclose, remove misleading media

Hyderabad: The Election Commission of India (ECI) has issued a fresh advisory setting out stringent norms for the disclosure and responsible use of Artificial Intelligence (AI) and synthetic content in political campaigning ahead of the Jubilee Hills Assembly Constituency bye-election.

The advisory aims to safeguard the integrity of the electoral process and curb the spread of misleading or manipulated digital material.

Synthetic content must contain labels

District Election Officer and GHMC Commissioner RV Karnan has informed all political parties, candidates and campaign representatives about the new directives, emphasising strict compliance to ensure free, fair and misinformation-free elections.

As per the commission’s instructions, any synthetically generated or AI-altered image, video or audio used for campaigning must carry a clear and prominent label such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.”

This label must occupy at least 10 per cent of the visible display area in visual content. For audio content, the disclosure must be made during the first 10 per cent of the duration.

Furthermore, such content must clearly identify the entity responsible for its generation in the accompanying metadata or caption.

What should not be produced illegally?

The ECI has also instructed parties and candidates to refrain from producing or sharing any content that unlawfully misrepresents:

- a person’s identity,

- appearance,

- voice without consent or is intended to mislead or deceive voters.

Three hours to take down unauthorised synthetic content

The commission has stipulated that any identified AI-generated or misleading synthetic content must be taken down within three hours of detection or intimation. Political parties are also required to maintain internal records of all AI-generated materials used in their campaign activities.

Reinforcing the importance of ethical campaigning, RV Karnan stated, “All political parties, candidates, and campaign representatives must strictly adhere to the commission’s guidelines to uphold transparency, fairness, and accountability in the ongoing Jubilee Hills Assembly bye-election.”

He further noted that the use of AI and digital tools in electioneering must always align with truthfulness and public responsibility, ensuring that technology strengthens — rather than undermines — the democratic process.