Election Commission urges political parties to label AI-generated content in campaigns

The Election Commission of India (ECI) has called on political parties to use Artificial Intelligence (AI) responsibly and transparently during campaigning.

It urged political parties and candidates to ensure that AI-generated synthetic content is properly disclosed and labeled. With the rising influence of AI and synthetic content in political campaigns, and their potential to shape voter opinions and trust, the ECI has issued an advisory to promote transparency and accountability in this area.

Chief Election Commissioner Rajiv Kumar has repeatedly warned about the risks AI and deepfakes pose in spreading misinformation.

At a recent press conference announcing the Delhi Legislative Assembly elections, he emphasized the need for vigilance against misinformation and directed authorities to act promptly to counter any attempts to undermine the electoral process.

Kumar also urged political parties to maintain dignity and decorum in their campaigns.

In response, the ECI’s latest advisory introduces new requirements for labeling AI-generated or significantly altered content.

Political parties must clearly mark any AI-generated images, videos, audio, or other materials with labels such as "AI-Generated," "Digitally Enhanced," or "Synthetic Content."

Furthermore, parties are required to include disclaimers when disseminating campaign advertisements or promotional content that utilizes synthetic content. This step is part of the ECI’s ongoing efforts to ensure a fair and transparent use of AI and social media during elections.

The advisory aligns with the Commission’s previous guidelines, issued during the GELS 2024, which focused on the responsible and ethical use of social media platforms.

In another move to enhance voter awareness ahead of the 2025 Delhi Legislative Assembly elections, Chief Electoral Officer (CEO) R. Alice Vaz launched an initiative on January 15.

Over 3,000 specially designed auto-rickshaws were deployed across the city’s 70 constituencies to encourage voter participation and promote the democratic process.