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Election Commission issues advisory on use of AI in poll campaigning

It requires political parties to include disclaimers during dissemination of campaign advertisements or promotional content, wherever synthetic content is utilised
The EC urged all political parties to adhere to the advisory to ensure fair, transparent and responsible use of emerging technologies in election campaigning. Representative image/File
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Against the backdrop of increasing use of artificial intelligence in campaigning and its potential to influence voter opinion, the Election Commission on Thursday issued an advisory to political parties asking them to prominently label all AI-generated or synthetic content.

The advisory, issued to presidents and general secretaries of all national and state level political parties, introduces 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”.

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Prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning and informed voters, the EC said.

In this regard, political parties should ensure that electors are informed of the dissemination of AI-generated or synthetic content by their candidates and star campaigners.

It also requires political parties to include disclaimers during dissemination of campaign advertisements or promotional content, wherever synthetic content is utilised.

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The EC urged all political parties to adhere to the advisory to ensure fair, transparent and responsible use of emerging technologies in election campaigning.

The Delhi Assembly elections are scheduled to be held on February 5 and the counting will take place on February 8.

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