ECI cracks down on AI-generated content: political parties warned to comply with MCC guidelines

In a strong move to regulate the use of emerging technologies in elections, the Election Commission of India (ECI) today directed political parties to strictly adhere to the Model Code of Conduct (MCC) and relevant guidelines regarding the use of artificial intelligence (AI) for synthetic videos targeting rival parties or candidates.

The poll panel, in a press note, stated that with the announcement of the General Election to the Legislative Assembly of Bihar and bye-elections to eight Assembly Constituencies scheduled for October 6, 2025, the MCC has officially come into force.

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The ECI emphasized the need for transparency and accountability in online campaigning, particularly with the use of AI-generated content. Political parties and candidates are advised to refrain from criticizing the private lives of leaders or workers of other parties; avoid criticism based on unverified allegations or distortions; and prominently label AI-generated or synthetic content with clear notations such as “AI-Generated,” “Digitally Enhanced,” or “Synthetic Content.”

Furthermore, they must ensure that social media posts do not vitiate the election atmosphere.

The ECI has made it clear that any violation of these guidelines would be dealt with strictly. The Commission is closely monitoring social media platforms to ensure compliance with the MCC guidelines.

The ECI’s directive aims to uphold the integrity of the electoral process and ensure a level playing field for all political parties and candidates. By promoting transparency and accountability in online campaigning, the Commission seeks to prevent the spread of misinformation and maintain the decorum of the electoral process.