Context:
- The Election Commission of India (EC) has issued a strong advisory to all political parties on 24 October 2025, directing them not to use AI-generated content depicting individuals without consent.
- This step comes amid growing concerns over the misuse of artificial intelligence, especially deepfakes during election campaigns, which threaten the fairness and transparency of elections.
Key Highlights:
- Government / Institutional Initiative
- EC instructed that all AI-generated content used by political parties must be clearly labeled as such.
- A visible disclaimer should cover 10% of the display area for images/videos and appear in the initial 10% of the duration for audio content.
- The entity responsible for creating such AI content must be identified and recorded for EC verification.
- Enforcement and Applicability
- The advisory was triggered by instances of AI misuse in political campaigns, notably in Bihar.
- Builds upon earlier directives (May 2024 & Jan 2025) requiring AI content labeling and its removal within three hours of EC notification.
- The directive prohibits content that misrepresents a person’s identity, appearance, or voice without consent if it is likely to mislead voters.
- To be enforced during Bihar Assembly elections and all future polls.
- Legal Backing
- Political parties reminded to adhere to the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021.
- Emphasizes accountability, consent, and transparency in digital campaign material.
Relevant Prelims Points:
- Election Commission of India (ECI):
- Constitutional body under Article 324; responsible for conducting free and fair elections.
- Composition: Chief Election Commissioner (CEC) and other Election Commissioners.
Relevant Mains Points:
- Issue:
- AI misuse in political communication undermines public trust and democratic integrity.
- Deepfakes can manipulate voter perception and distort electoral discourse.
- Government & Institutional Measures:
- EC’s proactive stance signifies a shift towards tech-governance in elections.
- Encourages responsible use of digital tools by political entities.
- Challenges:
- Rapid evolution of generative AI tools complicates detection.
- Difficulty in real-time monitoring of deepfakes across multiple platforms.
- Way Forward:
- Establish AI content verification frameworks under the ECI.
- Develop inter-agency coordination among EC, MeitY, and AI startups for detection tools.
- Promote digital literacy campaigns for voters to identify manipulated content.
Possible Mains Question:
Discuss the significance of the Election Commission’s advisory on AI-generated content in ensuring free and fair elections. Examine the challenges posed by deepfakes to India’s democratic process.