The growing use of artificial intelligence (AI) in political campaigns has prompted the Election Commission of India (ECI) to issue new guidelines emphasising transparency and ethical conduct. The advisory, issued recently, requires political parties and candidates to prominently label any campaign content created or significantly altered using AI or synthetic digital technologies.
What did the ECI say about AI generated campaigns?
In its advisory, the ECI highlighted the importance of transparency and accountability in political campaigns, particularly in the digital age. Political parties must now label all AI-generated or enhanced content—such as images, videos, audio, and other materials—with clear disclaimers like ‘AI-Generated,’ ‘Digitally Enhanced,’ or ‘Synthetic Content.’ This applies to both online and offline promotional efforts. “Prominent and easily discernible labelling of AI-generated content will promote responsible and transparent campaigning while ensuring voters are adequately informed,” the ECI stated.
These measures build upon earlier guidelines issued during the 2024 Lok Sabha elections, where the ECI had instructed political parties to remove deepfake content within three hours of notification and refrain from disseminating any misinformation or synthetically modified content that could mislead voters.
According to media reports, the advisory also follows recent controversies surrounding the use of AI-generated content in political campaigns. In the Delhi elections, allegations were raised against the Aam Aadmi Party (AAP) by the Bharatiya Janata Party (BJP), accusing AAP of deploying AI-altered materials to malign Prime Minister Narendra Modi, Union Home Minister Amit Shah, and other senior BJP leaders. The BJP has filed multiple complaints and FIRs regarding the alleged misuse of synthetic content. AAP, however, has dismissed the allegations as baseless and politically motivated. The Delhi Assembly elections are scheduled to take place on 5 February, with the counting of votes set for 8 February.