file photo
NEW DELHI: Flagging the increasing threat posed by ‘deep fakes’ and synthetically generated content capable of manipulating the electoral processes, the Election Commission on Friday directed all such content to be clearly marked with the labels ‘AI-generated’, ‘digitally enhanced’ or ‘synthetic content’, covering a minimum 10% of the display area or audio clip, and also identify the entity responsible for its generation.In an advisory issued to the heads of all recognised political parties, the poll panel restricted the publishing or forwarding of any content that is unlawful or misrepresents the identity, appearance or voice of any person without his consent “in a manner reasonably likely to mislead or deceive the electorate”. If any such hyper-realistic, synthetically-generated or AI-altered image, audio, video, misinformation or manipulated content is detected on official party handles, “it shall be taken down within three hours of being noticed or reported,” it ordered.While directing that the label ‘AI generated’, ‘digitally enhanced’ or ‘sythetic content’ shall be carried on top hand of the screen, EC asked such content to also prominently disclose the name of the entity responsible for its generation, in the metadata or accompanying caption.The commission also asked the political parties to maintain internal records of all Al-generated campaign materials, including creator details and timestamps, for verification when sought by the ECI. These directions — issued in continuation of the EC advisories dated May 6, 2024 and January 16, 2025 — come into immediate effect and shall henceforth be applicable during all general and bye-elections, EC said while reminding all the parties of their responsibility to ensure compliance with the IT Rules, 2021 and all its advisories.EC drew attention to AI-generated and hyper-realistic synthetically generated content depicting political leaders making electorally sensitive messages, saying that it was disrupting fair and equal conditions for all political participants, “which is a sine qua non for preserving the integrity of the political campaigning during elections”.Describing such campaigns as a deep threat and challenge because of their ability to masquerade as the truth and unwittingly trap political stakeholders into incorrect conclusions, EC said it finds it imperative to ensure that transparency and accountability is maintained to preserve electoral integrity and voter trust.Earlier in May 2024 and January 2025, EC had issued guidelines regarding responsible and ethical use of social media platforms and specifically addressing concerns around labelling of synthetic and Al generated content used for election campaigning.
