ECI Mandates Labelling of AI Generated Content in Political Campaigns

Ahead of the Delhi assembly elections, The Election Commission of India (ECI) has reinforced its directive for political parties to label and disclose AI-generated and synthetic content used in election campaigns. 

The advisory mandates that parties explicitly label images, videos, audio, or other materials significantly altered by AI technologies with notations such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.”

Election Commission of India (ECI) urges political parties for responsible and transparent use of Artificial intelligence (AI) in campaigning. ECI asks political parties & candidates to appropriately disclose and label AI-generated synthetic content pic.twitter.com/VlUHfQWeKf

— ANI (@ANI) January 16, 2025

Additionally, disclaimers must accompany campaign advertisements or promotional materials utilising synthetic content.

Chief Election Commissioner Rajiv Kumar has consistently warned about the dangers of AI and deepfakes exacerbating misinformation. In a statement, he emphasised that such technologies have the potential to undermine public trust in electoral processes. 

In a letter to the presidents, general secretaries, and chairpersons of all national and state-recognised political parties, ECI Joint Director Anuj Chandak highlighted how advancements in AI have enabled the creation of highly realistic synthetic content, including images, videos, and audio.

Acknowledging the growing impact of AI-generated and synthetic content on public opinion, the Election Commission has urged political parties, their leaders, candidates, and star campaigners to prominently label such content when shared on social media or other platforms during campaigns.

Last year, during the Lok Sabha elections, the ECI issued guidelines for the ethical and responsible use of social media platforms, further demonstrating its commitment to maintaining transparency and fairness in campaigns.

The latest advisory aligns with the ECI’s broader efforts to ensure a level playing field in elections, particularly through responsible use of AI and digital platforms. During the Global Election Leaders Summit (GELS) 2024, the Commission reiterated the importance of ethical practices in leveraging technology for electoral campaigns.