New Delhi [India], January 16: The Election Commission of India (ECI) has called on political parties to ensure the responsible and transparent use of Artificial Intelligence (AI) in their campaigning efforts. In its latest advisory, the ECI emphasized the need for political parties and candidates to properly disclose and label AI-generated or synthetic content used during campaigns.
With the growing use of AI and synthetically created content in political campaigning, which has the potential to influence voter perceptions and trust, the ECI has issued guidelines to promote transparency and accountability. Chief Election Commissioner Rajiv Kumar has previously raised concerns about the risks of AI and deep fakes, particularly in exacerbating the spread of misinformation. In a recent press conference announcing the Delhi Legislative Assembly elections, he urged the administration to remain vigilant and act swiftly against attempts to spread misleading information that could undermine trust in the electoral process. He also called for campaigns to uphold dignity and decorum.
The new advisory from the Election Commission introduces clear labelling and disclosure requirements for AI-generated or significantly altered content. Political parties must now label any AI-generated images, videos, audio, or other materials with notations such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.” Additionally, any campaign advertisements or promotional content containing synthetic material must include appropriate disclaimers.
This advisory is part of the Commission’s ongoing efforts to ensure the ethical and responsible use of AI and social media in electoral campaigns, promoting a level playing field for all parties. Earlier, during the GELS 2024, the ECI had issued guidelines for the responsible and ethical use of social media platforms in elections.
In another initiative to enhance voter awareness ahead of the 2025 Delhi Legislative Assembly Elections, Chief Electoral Officer (CEO) R. Alice Vaz launched a campaign involving over 3,000 auto-rickshaws across the city’s 70 constituencies. The rickshaws will spread awareness about the electoral process and encourage citizens to exercise their voting rights, furthering the Commission’s efforts to engage the public in the democratic process.