Bihar polls: ECI asks parties to label AI-generated content to curb misinformation

New Delhi: The Election Commission of India (ECI) has issued a new advisory to political parties and candidates contesting the Bihar assembly elections, urging them to clearly label all AI-generated and synthetic content used in their campaigns.

In its directive, the Commission asked party leaders to ensure that online advertisements and promotional materials containing such content include prominent disclaimers.

It stated that labels such as “AI-Generated, Digitally Enhanced,” or “Synthetic Content” must be clearly displayed, covering at least 10% of the visible display area—or, in the case of audio material, the first 10% of the duration. For video content, the label should appear at the top of the screen, TNIE reported.

The ECI also referred to earlier guidelines from the Lok Sabha elections, reminding parties to avoid using distorted or AI-generated material that spreads misinformation.

According to the advisory, parties must disclose the name of the entity responsible for creating any AI-generated content, either in the metadata or accompanying caption. The Commission warned that no material should misrepresent a person’s identity, voice, or appearance without consent in a way that could mislead voters.

It further directed that any such manipulated or misleading content detected on official party accounts must be removed within three hours of discovery or notification. Parties are also required to maintain internal records of all AI-generated materials, including creator information and timestamps, for verification when requested by the ECI.

The Commission explained that the move was prompted by growing concerns over deepfakes and synthetic media that can distort electoral discourse. It said the directions take effect immediately and will remain valid for all future general and by-elections, citing its constitutional authority under Article 324 to regulate and oversee the conduct of elections.