Ghatsila By-Polls: Election Commission bans misuse of AI-generated content

Jamshedpur: In a landmark move to safeguard the integrity of democratic process, the Election Commission of India (ECI) has issued a comprehensive advisory banning the misuse of Artificial Intelligence (AI)-generated content in election campaigning. The directive aims to ensure transparency, accountability, and authenticity in political communication amid the rising use of digital and AI tools in public discourse.

The ECI’s new guidelines come in the wake of growing concerns about the potential of synthetic media—such as deepfakes, AI-generated videos, and digitally altered images—to mislead voters, distort facts, and manipulate public opinion. Emphasizing the ethical use of emerging technologies, the Commission has made disclosure and verification of AI-generated political content mandatory for all political entities, candidates, and campaigners.

According to the advisory, any AI-generated or digitally manipulated image, video, or audio clip used in political campaigning must carry a clear and visible declaration stating: “AI-Generated” or “Synthetic Content.” This declaration must occupy at least 10 percent of the visual space in the case of images or videos. For audio materials, the announcement must be spoken audibly within the first 10 percent of the recording.

The guidelines further require the disclosure of the creator’s or responsible entity’s name, ensuring that accountability can be traced for every piece of AI-generated content circulated during the election period.

In a decisive step, the ECI has completely banned the creation or distribution of misleading synthetic media that deceptively portrays an individual’s identity, voice, or likeness. The use of AI to impersonate public figures or fabricate political statements, speeches, or visuals will attract strict action under election and cyber laws. The Commission stressed that such content not only violates ethical campaigning norms but also poses a grave threat to informed voter choice and public trust.

The guidelines impose a strict three-hour window for the removal of any objectionable or rule-violating AI-generated content once identified on an official handle or platform. Political parties and campaign managers will be required to act promptly to maintain the integrity of online political communication.

To enhance traceability, political parties have been instructed to maintain detailed records of all AI-generated materials. This includes creator information, time of creation, and publication details. These records must be made available to the Election Commission upon request for verification or audit purposes.

Experts have lauded the move as timely and visionary, considering India’s fast-approaching election season and the global debate surrounding AI-generated misinformation. With these directives, the Election Commission has reaffirmed its commitment to ensuring that India’s electoral process remains transparent, authentic, and free from digital manipulation.