ECI asks parties to adhere to advisory on labeling synthetic, AI content in elections

In a letter addressed to the president, general secretary and chairperson of all national and State recognized political parties, ECI Joint Director Anuj Chandak said that in recent years, advances in AI have enabled the creation of highly convincing synthetic content, including images, video and audio.

With the increasing use of AI technologies in political campaigning, it is essential to maintain transparency and accountability, as the AI-generated content including images, videos and audio has the potential to influence voter opinion and trust.

During recently held Lok Sabha elections-2024, the Commission issued guidelines dated May 6, 2024 regarding responsible and ethical use of social media platforms, taking cognizance of the directions of the Delhi High Court in Writ Petition (C) (PIL) No. 6186 of 2024. The guidelines sought to curb the possibility of disturbing the level playing field by the political parties and their representatives by using deep fakes, AI-generated distorted content and ensure strict avoidance of any wrongful use of the same by political parties and their representatives during MCC period in the general elections.

The Commission issued the guidelines to political parties and their representatives to refrain from using in their campaign any AI-generated distorted or manipulated content which spread fake information, misinformation and disinformation.

However, now considering the deepening influence of AI generated and synthetic content in shaping public opinion, the ECI advised all political parties and their leaders, candidates and star campaigners to also take necessary measures for prominent labeling of AI-generated and synthetic content, if any, being shared for campaigning through their social media platforms and other media platforms.

Prominent and easily discernible labeling of AI-generated content would ensure responsible and transparent campaigning and informed voters. Thus, the following will ensure that electors are informed of the dissemination of AI generated or synthetic content by parties, candidates and star campaigners:

Labeling AI/synthetically generated content: Clearly label any image, video, audio or other materials generated or significantly altered by AI technologies with a notation such as “AI-Generated” or “Digitally Enhanced”

Synthetic Content”

Disclosure in Campaign Materials: Include disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilized. The ECI urged all political parties to adhere to the advisory to ensure fair, transparent and responsible use of emerging technologies in election campaigning.