Delhi Assembly Elections 2025 | Use AI transparently: ECI issues guidelines for political parties

Political parties are now required to issue disclaimers whenever AI-generated or modified content is used during campaign advertisements and promotional content.

New Delhi: Days after Delhi Police registered a case against the AAP for posting AI-generated videos of Prime Minister Narendra Modi and Home Minister Amit Shah, the Election Commission on Thursday urged parties to label campaign material generated or significantly altered using artificial intelligence (AI) as 'AI-Generated', 'Digitally Enhanced' or 'Synthetic Content'.

The 'Advisory for Labelling Synthetic or AI Generated Content Used by Political Parties for Election Campaigning' comes in the midst of preparations for the Delhi Assembly elections, with parties increasingly using AI-generated content for electioneering.

Considering the deepening influence of AI-generated/synthetic content in shaping public opinion, the Election Commission advised all parties and their leaders, candidates and star campaigners to take necessary measures to prominently label such content being shared for campaigning through social media platforms and other media platforms.

Prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning, it said.

"Clearly label any image, video, audio or other materials generated or significantly altered by AI technologies with a notation such as 'AI-Generated'/'Digitally Enhanced'/'Synthetic Content'. Include disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilised," the advisory issued by EC Joint Director Anuj Chandak said.

The EC said such material has the potential to influence voter opinion and trust. Advances in AI have enabled the creation of "highly convincing synthetic content" and with an increase in its use in political campaigning, it is essential to maintain transparency and accountability, it said.

Earlier this month, the Delhi Police registered an FIR against the AAP for allegedly posting AI-generated "objectionable" videos of Modi and Shah on the party's official X handle. The contentious videos were posted by AAP on January 10 and January 13.

One of the videos made using AI-deepfake technology showed a scene from a Bollywood movie in which faces of villains were swapped with that of BJP leaders while the audio was changed to a discussion on Delhi elections.

Delhi Police has also designated Joint Commissioner of Police (Special Branch) Vikramjit Singh as the nodal officer to monitor social media platforms and SMS for potential misuse, including the circulation of deep-fake videos and misleading messages during the campaign.

The EC had on May 6 last year issued an advisory on the responsible and ethical use of AI for campaigning during the Lok Sabha elections.