AI-Generated Images, Audio, Video Used In Election Campaigns Must Carry Clear Labels, ECI Mandates

The Election Commission of India has emphasized the need for responsible application of artificial intelligence in political campaigns. New AI Norms For Campaign Content As reported by ANI, the advisory mandates that any images, videos, audio, or other materials created or significantly altered using AI must be labelled as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.” This requirement extends to campaign Advisory by the Election Commission introduced labelling and disclosure norms requiring parties to clearly label any images, videos, audio or other materials generated or significantly altered by AI technologies with a notation such as “AI-Generated” / “Digitally Enhanced”/”… — ANI January 16, 2025 Chief Election Commissioner Rajiv Kumar has directed authorities to remain vigilant against misinformation, especially instances that could undermine trust in the electoral process. How AI Is Changing Campaigns AI is increasingly shaping electoral strategies, from analysing voter behaviour to predicting election outcomes. Additionally, AI systems bolster election security by detecting anomalies and preventing fraud, as demonstrated in Bihar's 2021 panchayat elections, where AI-based video analytics ensured transparency in vote counting. Inaccurate outputs and biases in AI models can lead to discrimination, while the resource gap between major and regional political parties risks disrupting electoral fairness.