Election Commission Orders Mandatory Disclosure of AI-Generated Political Content

With growing concerns over the manipulation of digital media, the Election Commission of India (EC) has issued new guidelines mandating all political parties and candidates to declare any artificial intelligence (AI)-generated or synthetic content used in their campaigns. The move comes ahead of the upcoming Bihar elections and aims to curb misinformation that can distort the democratic process.

EC Flags Deepfakes as a Threat to Electoral Integrity

The EC described the misuse of AI-generated or hyper-realistic synthetic media as a “deep threat and challenge” to free and fair elections. It observed that fabricated videos and audio clips of political leaders often circulate as genuine, potentially influencing public opinion and misleading voters. The poll body noted that such practices undermine the credibility of the electoral process and could lead to false narratives.

New Labelling Rules for AI-Generated Content

Under the new directive, any campaign material created or altered using AI must carry a visible and prominent label such as “AI-Generated”, “Digitally Enhanced”, or “Synthetic Content”. The EC has specified that the label should cover at least 10 per cent of the visible area in visuals and appear during the first 10 per cent of audio duration. For video content, the label must be placed on the top band of the screen.

Record-Keeping and Removal Obligations

Political parties and candidates are now required to maintain detailed records of all AI-generated content used during campaigns, including creator details, timestamps, and metadata for verification purposes. If any misleading synthetic content is found on official social media accounts, it must be removed within three hours of detection or report. The EC warned that circulating manipulated media without consent or factual accuracy could attract action under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.

Exam Oriented Facts

• The EC’s directive is issued under Article 324 of the Indian Constitution, empowering it to ensure free and fair elections.
• Bihar Assembly elections are scheduled for November 6 and 11, 2025, with results on November 14.
• Labels such as “AI-Generated” or “Synthetic Content” must occupy at least 10% of visible screen space.
• Political parties must retain records of AI-generated campaign material for EC verification.

Emphasis on Accountability and Transparency

The EC reiterated its commitment to safeguarding democratic values by promoting transparency in digital campaigning. It emphasised that political entities must act responsibly while adopting emerging technologies and comply with due diligence obligations to prevent misinformation. The advisory marks a decisive step in addressing the growing challenge of deepfake content in Indian elections.