New Delhi, Oct 9: With the Model Code of Conduct (MCC) now in effect following the announcement of the Bihar Legislative Assembly elections and bye-elections in eight constituencies, the Election Commission of India (ECI) has issued a strong directive to political parties regarding the ethical use of artificial intelligence (AI) in campaign content.

The Commission emphasized that all digital content, including social media posts and advertisements, must adhere strictly to MCC guidelines. In particular, it warned against the use of AI-generated synthetic videos or deepfakes that distort facts or spread misinformation targeting rival parties or candidates.

Also read: ECI Rolls Out Massive Security And Logistics Plan For Bihar Assembly Polls

According to the MCC, criticism of other parties when made shall be confined to their policies and programme, past record and work. Parties and candidates shall refrain from criticism of all aspects of private life not connected with the public activities of the leaders or workers of other parties. Criticism of other parties or their workers based on unverified allegations or distortion shall be avoided. The ECI reiterated that any content violating these norms would be dealt with firmly.

In a proactive move, the Commission mandated that all AI-generated or digitally enhanced campaign materials must be clearly labelled with notations such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.” This step aims to ensure transparency and protect voters from deceptive content.

Commerce and Industry Minister Piyush Goyal also echoed the importance of maintaining integrity in public discourse, especially as digital platforms play an increasingly central role in election campaigns.

The Commission has deployed monitoring teams to keep a close watch on social media activity and ensure compliance. Elaborate arrangements have been made to enforce MCC provisions effectively and preserve the sanctity of the electoral process.