EC warns political parties against using AI-generated content that mimics real individuals without consent

The Election Commission of India (EC) has issued a strong advisory to all national and regional political parties, directing them not to publish or transmit AI-generated content depicting any individual without their consent. The Commission warned that such content poses a “deep threat” due to its ability to masquerade as truth and mislead political stakeholders, potentially trapping them into erroneous conclusions. The advisory notes that the misuse of hyper-realistic AI-generated material, particularly involving political leaders making electorally sensitive statements, undermines the level-playing field in elections, disrupting fair and equal conditions for all participants and threatening the integrity of electoral campaigns.

This advisory comes amid the ongoing Bihar Assembly elections, where both the ruling National Democratic Alliance (NDA) and the opposition Mahagathbandhan have reportedly used AI-generated content targeting each other’s leaders. Highlighting the risks, the EC stressed that such synthetic content can distort voter perceptions and create unfair advantages, eroding trust in the democratic process. The advisory builds upon prior notices issued in May 2024 and January 2025, reiterating that parties must label all AI-generated material clearly. For videos and images, at least 10% of the visible display area should carry labels such as “AI-generated,” “digitally enhanced,” or “synthetic content.” For audio content, the disclaimer should be included during the initial 10% of the recording.

The advisory further instructs that no AI-generated content should be published or forwarded if it is unlawful or misrepresents the identity, appearance, or voice of any individual without consent in a manner that could mislead or deceive the electorate. These directions, previously emphasized in 2024, also include the removal of misleading media within three hours of being brought to notice. The EC reinforced that all parties must maintain records of AI-generated campaign materials, including the name of the entity responsible for generation, so that verification can be conducted if requested.

This advisory is applicable not only for the ongoing Bihar elections and by-polls but will also apply to all future elections across India. By insisting on strict labeling, transparency, and consent, the EC seeks to maintain fairness, accountability, and integrity in political campaigns, ensuring voters are not misled by AI-manipulated content. The Commission emphasized that compliance with the Information Technology (IT) Rules, 2021, is essential to safeguard a fair and transparent electoral process.

The warning comes as a reflection of the rapidly increasing use of AI technology in political communication and electioneering. Hyper-realistic AI-generated images, videos, and audio clips can portray political figures making statements they never actually made, which may manipulate public perception, inflame political tensions, or unfairly discredit opponents. By regulating AI content, the EC aims to protect both the democratic process and the electorate from such manipulation.

The Commission’s measures underscore the critical importance of consent, transparency, and ethical responsibility in using AI for political messaging. Political parties are reminded to ensure that AI-generated material is clearly labeled, that records of such content are maintained for verification, and that any misleading content is promptly removed. Failure to comply could result in enforcement actions under existing electoral and IT regulations.

Overall, the advisory reflects the EC’s proactive approach to adapting regulatory frameworks to technological advancements, ensuring that AI does not compromise electoral fairness. By mandating labeling, consent, and record-keeping, the EC is seeking to foster responsible use of AI, uphold the integrity of political campaigns, and protect voters from being misled by synthetic content. The guidance also highlights the necessity for ongoing monitoring and compliance to maintain the credibility of the electoral system in the digital age.