The Election Commission of India (ECI) has made it mandatory for all political parties and contesting candidates to obtain pre-certification for their advertisements before releasing them on electronic and social media platforms. The directive comes ahead of the upcoming Bihar Assembly elections and byelections to eight constituencies across six states and the Union Territory of Jammu & Kashmir.
Mandatory Approval from MCMC
In its latest order, issued on October 9, the Election Commission directed all registered national and state parties, as well as individual candidates, to seek approval from the Media Certification and Monitoring Committee (MCMC) before publishing or broadcasting any political advertisements.
The MCMCs, constituted at both state and district levels, will certify political advertisements in accordance with the Commission’s guidelines. The ECI clarified that no political advertisements, including those on social media platforms, websites, or other online channels operated by political parties or candidates, can be released without prior approval from the respective MCMC.
Focus on Paid News and Transparency
The Commission said the MCMCs will also monitor media content closely to detect and act against instances of “paid news” during the election period. The Election Commission’s move comes amid increasing reliance on digital campaigning and social media advertising by political parties, particularly ahead of high-stakes elections.
The ECI has also instructed all contesting candidates to declare their authentic social media handles at the time of filing nomination papers. The step is intended to ensure accountability and to help election authorities distinguish official accounts from unofficial or fake ones.
Digital Campaign Expenditure Must Be Reported
Citing Section 77(1) of the Representation of the People Act, 1951, and directions from the Supreme Court, the ECI reminded parties of their obligation to submit a detailed statement of election expenditure within 75 days of the completion of Assembly polls.
This statement must include spending on all forms of online campaigning, including advertisements placed on social media platforms and websites. It should also account for payments made to internet companies, content development costs, and operational expenses related to maintaining official social media accounts.
Social Media Under Watch
The ECI noted that, given the growing penetration of digital media in electioneering, the move is part of a broader push to bring greater oversight and transparency to political communication online.
The Commission has also warned political parties and candidates against misusing AI-based tools or deepfakes during campaign activities, reiterating that violations will attract strict action under existing electoral laws.