Contaminating level-playing field: Election Commission issues advisory to political parties on using AI-generated content

The EC also said the parties will have to take down digitally enhanced content that is misleading within three hours of notice and also maintain internal records of all Al-generated campaign materials.

New Delhi: Amid complaints of AI-generated content being used to mislead voters, the Election Commission on Friday directed parties to display labels such as ‘Al-Generated’ or ‘Digitally Enhanced’, or ‘Synthetic Content’ covering 10% of the display area while warning against misrepresenting identity, appearance or voice of any person without their consent.

With the campaign for the Bihar polls gathering pace, the EC also said the parties will have to take down digitally enhanced content that is misleading within three hours of notice as also maintain internal records of all Al-generated campaign materials, including creator details and timestamps, for verification when sought by the poll body.

The EC’s directions, which came into effect immediately, mirror some of the proposed provisions in the draft amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 released by the Ministry of Electronics and Information Technology two days ago seeking public comments.

The poll body’s latest intervention came as it has been brought to its notice that the “misuse of hyper-realistic synthetically generated information, including depicting political leaders making electorally sensitive messages, is contaminating the level-playing field in the electoral arena, disrupting fair and equal conditions for all political participants”.

The EC acknowledged that the use of technology for “creating, generating, modifying and altering information and publishing and transmitting synthetically generated information is a deep threat and challenge because of its ability to masquerade as the truth and unwittingly trap political stakeholders into incorrect conclusions”.

“Any synthetically generated or Al-altered image, audio, or video used or disseminated for campaigning purposes shall bear a clear, prominent, and legible label such as ‘Al-Generated’, ‘Digitally Enhanced’, or ‘Synthetic Content’, covering at least 10% of the visible display area (or initial 10% duration for audio content),” the EC said. The label in video content should be carried on the top hand of the screen.

It also mandates that every such content should prominently disclose the name of the entity responsible for its generation in the metadata or accompanying caption. No content shall be published or forwarded which is unlawful and misrepresents the identity, appearance, or voice of any person without his consent in a manner reasonably likely to mislead or deceive the electorate, it said.

Any instance of synthetically generated or Al-altered image, audio, or video, misinformation, or manipulated content detected on official party handles should be taken down within three hours of being noticed or reported, it added.

The EC had earlier issued guidelines on May 6, 2024 regarding responsible and ethical use of social media platforms and an advisory on 16 January, 2025 specifically addressing concerns around labelling of synthetic and Al-generated content used by parties for election campaigning.

It said the parties have the responsibility to ensure compliance with the IT Rules, 2021 and all guidelines and advisories issued by the EC in this regard.