The ECI (Election Commission of India) has issued an advisory mandating the mandatory labelling of all AI (artificial intelligence)-generated content utilised in election campaigns. This advisory aims to improve transparency, combat the distribution of misinformation, and ensure a fair electoral process, realising the growing influence of AI in elections.

As AI has the potential for both innovation and misuse, the ECI has advised political stakeholders to label all synthetic and AI-generated campaign content prominently. The evolution of sophisticated AI tools in political campaigns necessitates responsible use of this technology to prevent the spread of misinformation and manipulation.

Key features of ECI’s advisory include:

• Clear Labeling for AI Content: All AI-generated or manipulated content (images, videos, audio) must be clearly labelled (e.g., “AI-Generated,” “Digitally Enhanced”). This allows voters to identify AI-created content easily.
• Transparency in Advertising: All political advertisements including social media must include clear disclaimers when using synthetic content. This ensures informed voter engagement and maintains a fair electoral process.

Ethical AI Usage: Empower voters, not mislead them. Campaigns should find the right balance between using AI for good and making sure it’s fair to everyone.

This directive highlights India’s commitment to ethical AI deployment in the electoral process, aligning with global best practices to safeguard voter trust and promote informed decision-making.

Source: https://indiaai.gov.in/article/election-commission-of-india-embraces-ai-ethics-in-campaigning-advisory-on-labelling-ai-generated-content