The Election Commission of India (ECI) has issued a fresh advisory outlining stringent rules for disclosure and responsible use of artificial intelligence (AI) and synthetic content in political campaigning ahead of the Bihar Assembly elections. The Commission has asked political parties, candidates and campaign representatives to label any synthetically generated or AI-altered image, audio, or video used or disseminated for campaigning purposes as AI-Generated, Digitally Enhanced, or Synthetic Content, covering at least 10 percent of the visible display area. 

 

 

The Commission directed that all political parties, candidates and campaign representatives must ensure that any AI-generated or digitally altered images, videos or audio used for electioneering carry a clear and prominent label occupying at least 10 per cent of the visible display area and in audio content, it should be present during the first 10 per cent of the duration.

 

 

Additionally, such content shall prominently disclose the name of entity, responsible for its generation in the metadata or accompanying caption. The commission has also called for restraint on publishing or forwarding any content that is unlawful and misrepresents the identity, appearance, or voice of any person without their consent, and created with the intent to mislead or deceive the electorate. 

 

 

EC has also mandated a period of 3 hours for political parties to take down any such content. Political parties also have to maintain internal records of all AI-generated campaign material.