ECI issues strict AI guidelines for Bihar poll campaigns to curb misinformation

The Election Commission of India (ECI) on 24 October issued a comprehensive advisory to all political parties contesting the Bihar assembly elections, mandating the labelling of AI-generated or synthetic content in campaigns and requiring the removal of misleading material within three hours of identification. The guidelines, aimed at preventing the misuse of artificial intelligence in electoral processes, warrant disclosure of creators and the use of disclaimers to maintain transparency and protect voter trust.

This move comes as Bihar gears up for its two-phase polls on 6 and 11 November, with results on 14 November, amid growing concerns over deepfakes and AI-driven misinformation that could manipulate public opinion in a state with 7.5 crore voters.

Political parties have been directed to submit undertakings affirming compliance, as the ECI seeks to level the playing field in what is shaping up as a high-stakes bipolar contest between the NDA and Mahagathbandhan.

ECI's new advisory details

The advisory requires parties to clearly label any AI-generated content, including deepfakes or synthetic media, used in campaigns across social media, advertisements, or other platforms. Parties must disclose the names of creators or developers of such content and ensure prominent disclaimers are included to inform viewers that the material is artificially generated.

Misleading or deceptive AI content must be removed within three hours of detection or notification, failing which parties could face legal action under the Representation of the People Act and IT rules. The ECI has also mandated that parties submit affidavits confirming adherence to these rules before campaigning begins in earnest.

The commission's statement noted: "The ECI has issued a fresh advisory outlining stringent rules for disclosure and responsible use of AI-generated content." It added: "The directions aim to address the growing threat of deep fakes and synthetic content, which could manipulate electoral processes."

This is the ECI's first comprehensive AI-specific guideline for state polls, building on its March 2024 advisory for Lok Sabha elections.

Reasons for the guidelines

The ECI cited the rising menace of AI in elections as the primary driver, noting instances of deepfakes distorting speeches and creating false narratives in recent polls. Officials highlighted how synthetic content could "contaminate the level playing field," especially in Bihar, where social media penetration is high among 3.5 crore young voters. The advisory references global concerns, such as US deepfakes in the 2024 elections, and aims to safeguard Bihar's electoral integrity amid a tight race.

An ECI official stated: "Ahead of the upcoming Bihar Assembly election, the Election Commission on Friday issued an advisory to all political parties to label AI-generated content." The commission warned: "The Election Commission on Friday asked all political parties to label AI-generated content, disclose creators, and remove misleading material within three hours." This responds to fears that AI could exacerbate caste and communal divides in Bihar's polarised landscape.

Compliance requirements for parties

Parties must ensure all AI content carries a visible disclaimer, such as "This is AI-generated," and provide creator details to the ECI upon request. The advisory mandates: "ECI directs parties to label AI-generated, synthetic content in Bihar polls to curb misinformation." Non-compliance could lead to disqualification or fines, with the ECI empowering district magistrates to monitor social media.

Parties like the BJP and the RJD have begun training workers on AI ethics, with the BJP IT cell head, Amit Malviya, stating, "We will comply fully to ensure transparent campaigns." RJD's Manoj Jha added: "The guidelines are welcome; we must protect democracy from deepfakes."

The ECI has set up a dedicated cell to track AI misuse, collaborating with tech firms like Meta and Google for rapid takedowns. Officials said: "Contaminating level-playing field: EC issues advisory to political parties on using AI-generated content."

Reactions from political parties

BJP's Bihar in-charge Vinod Tawde welcomed the move: "ECI Cracks Down on AI Use in Bihar Poll Campaigns, Mandates Clear Labelling of Synthetic Content." JD(U)'s Neeraj Kumar said: "We support measures to curb misinformation." RJD spokesperson Shakti Singh Yadav stated: "The ECI has issued a fresh advisory outlining stringent rules for disclosure and responsible use of AI-generated content." Parties have pledged undertakings, with Prashant Kishor's Jan Suraaj vowing "ethical AI use."

The guidelines could set a precedent for future polls, addressing AI's role in spreading misinformation in a state with 40% social media users. As Bihar's contest intensifies, the ECI's proactive stance aims to preserve democratic integrity.