Election Commission Mandates Disclosure of AI-Generated Content in Political Campaigns Ahead of Bihar Elections

The Election Commission of India (EC) has issued a new advisory establishing stringent regulations for the disclosure of artificial intelligence (AI) and synthetic content in political campaigns, as concerns grow about their potential misuse ahead of the Bihar elections.

The EC highlighted the increasing prevalence of hyper-realistic synthetic content depicting political leaders delivering "electorally sensitive messages," which it stated compromises fair competition in the electoral process.

Describing the proliferation of such content as a "deep threat and challenge" capable of masquerading as truth and deceiving voters, the Commission warned that utilizing AI to create or modify political communications could "unwittingly trap political stakeholders into incorrect conclusions," thereby undermining public trust in electoral integrity.

Emphasizing the importance of transparency and accountability in preserving electoral integrity, the EC reaffirmed its dedication to ensuring fair campaigning conditions, which it deems fundamental for democratic elections.

Under the newly established guidelines, all political parties, candidates, and campaign representatives must clearly label any synthetically generated or AI-altered images, videos, or audio used during campaigns. Labels such as "AI-Generated," "Digitally Enhanced," or "Synthetic Content" are required.

These labels must occupy at least 10 percent of the visible display area. For audio content, the disclosure must appear during the initial 10 percent of the duration, while in videos, the label must be positioned at the top of the screen. Each piece of content must additionally include the name of the entity responsible for its creation in either its metadata or caption.

Political parties are required to maintain internal records of all AI-generated campaign materials, including creator information and time stamps, to facilitate verification when requested by the EC.

The advisory also prohibits the publication or forwarding of unlawful synthetic content that misrepresents an individual's identity, appearance, or voice without consent in ways that could mislead voters. If such content appears on official party accounts, it must be removed within three hours of detection or notification.

Invoking its plenary powers under Article 324 of the Constitution, the EC reminded all political parties of their obligations under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. It stressed strict adherence to due diligence requirements to ensure a transparent and fair electoral process.

Bihar elections are scheduled for November 6 and 11, with results to be announced on November 14.