Last Updated:
In a two-page advisory, the poll body urged parties to include disclaimers during dissemination of campaign advertisements or promotional content where synthetic content is utilised
EC asked parties to include disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilised. (AFP)
The Election Commission of India (EC) on Thursday issued an advisory to political parties for disclosing and labelling content generated using Artificial Intelligence (AI).
In a two-page advisory, the EC urged political parties to ensure responsible and transparent use of AI in campaigning and asked them to include disclaimers during dissemination of campaign advertisements or promotional content where synthetic content is utilised.
The advisory was issued in light of the increasing use of Artificial Intelligence and synthetically generated content in political campaigning and their potential to influence voter opinions and trust, the poll body said. It added that advances in AI have enabled the creation of highly convincing synthetic content, including images, video and audio.
“With the increasing use of AI technologies in political campaigning, it is essential to maintain transparency and accountability, as the AI-generated content including images, videos and audio has the potential to influence voter opinion and trust,” they said.
For labelling AI or synthetically generated content, the EC asked parties to clearly label any image, video, audio or other materials generated or significantly altered by AI technologies with a notation such as “AI-Generated”, “Digitally Enhanced”, or “Synthetic Content”.
For disclosure in campaign materials, the EC asked parties to include disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilised.
Time and again, CEC Rajiv Kumar has cautioned against the potential of AI and deep fakes in compounding the malaise of misinformation.
While announcing the Delhi assembly elections, he directed the administration to be on the alert to any attempts to spread misinformation and act swiftly to counter them, especially wherever it has the potential to erode trust in electoral processes. He had also urged political parties to maintain dignity and decorum in campaigning.
“Now, taking a step further, the advisory issued 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” /” Synthetic Content”,” the EC said.
During the 2024 Lok Sabha polls, the commission had issued guidelines for responsible and ethical use of social media platforms.
The elections in Delhi will be held on February 5 and vote counting will be held on February 8.
