Delhi Assembly Polls: Election Commission issues advisory for responsible and transparent use of AI in campaigning

The Election Commission of India has issued an advisory for political parties using synthetic/AI-generated content for campaigning. The commission also asked the parties and candidates to properly disclose and label AI-generated synthetic content ahead of the Delhi Assembly elections scheduled for February 5.

This move aims to maintain transparency and accountability in the use of AI-generated content, which has the potential to influence voter opinion and trust.

Chief Election Commissioner Rajiv Kumar has repeatedly warned that deep fakes and artificial intelligence (AI) could exacerbate the problem of disinformation.

During the recent press conference announcing the Delhi Legislative Assembly elections, Kumar instructed the administration to be vigilant for any attempts to disseminate false information and to take prompt action to combat them, news agency ANI reported.

The recent advisory requires political parties to take necessary measures for prominent labelling of AI-generated/synthetic content. “Prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning and informed voters,” it read.

The Election Commission introduces labelling norms that require clearly labelling any image, video, audio, or other materials generated or significantly altered by AI technologies with notions like “AI-Generated” / “Digitally Enhanced”/” Synthetic Content.”

It also requires disclosure norms that require political parties to include disclaimers in campaign advertisements or promotional content disseminated online or on other platforms, wherever synthetic content is utilised.

The ECI further urged adherence to the advisory to ensure fair, transparent and responsible use of emerging technologies in the campaigning. This advisory supports the commission’s initiatives to ensure social media and AI are used responsibly for fair competition in the election.

During the Lok Sabha Elections 2024, the EC issued guidelines for responsible and ethical use of social media platforms.

The ECI issued the guidelines to refrain from using AI-generated distorted or manipulated content that spread fake information during the campaign.

On Wednesday, January 15, Chief Electoral Officer (CEO) R Alice Vaz unveiled a fleet of more than 3,000 auto-rickshaws across the city’s 70 seats to raise voter awareness ahead of the 2025 Delhi Legislative Assembly elections. According to an official statement, the initiative’s goal is to encourage residents to vote.