Copyright pragativadi
The advisory, dated October 24, 2025, aims to curb the misuse of deepfakes and digitally altered media that could mislead voters and disrupt fair elections. The Commission invoked its plenary powers under Article 324 of the Constitution to enforce these measures. Parties must now clearly label any AI-generated image, video, or audio with tags like “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content,” covering at least 10% of the display area. For videos, the label must appear at the top of the screen during the first 10% of its duration. Additionally, parties must disclose the entity responsible for generating such content and maintain internal records of all AI-generated materials. Any misleading or impersonated content must be removed within three hours of detection or reporting. This advisory builds on earlier guidelines issued on May 6, 2024, and January 16, 2025, which addressed ethical use of social media and synthetic content. The Commission emphasized that parties must comply with the IT Rules, 2021, and other legal frameworks to ensure transparency and voter trust. The ECI advisory on AI content reinforces its commitment to preserving the integrity of India’s electoral process. By mandating clear labelling and accountability, the Commission seeks to prevent manipulation and uphold democratic values.
