Label AI-generated content in campaigns: EC to parties

Two days after the Delhi Police registered an FIR against Aam Aadmi Party (AAP) for allegedly posting AI-generated photos and videos of PM Narendra Modi and Home Minister Amit Shah on their official X handle, the Election Commission on Thursday issued an advisory to political parties asking them to prominently label all AI-generated or synthetic content being used during canvassing.

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Since the announcement of the Delhi Assembly elections, a contest of AI-generated videos has been going on between AAP and the BJP, with both parties posting videos targeting each other and praising their own work. The elections are scheduled to be held on February 5. The counting will take place on February 8.

The alleged videos which prompted an FIR were posted by AAP on January 10 and January 13. One of the videos which was made by using AI showed a scene from a 90s Bollywood move where faces of villains were swapped with BJP leaders and audio was changed to topics on Delhi elections.

The Election Commission, in its advisory to presidents and general secretaries of all national and state political parties, said leaders, candidates and star campaigners should take necessary measures for prominently labelling AI-generated/synthetic content, if any, being shared for campaigning through social media platforms.

“Prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning and informed voters,” the advisory read.

It asked the parties to clearly label any image, video, audio or other materials generated or significantly altered by AI technologies with a notation such as “AI-generated”, “digitally enhanced” or “synthetic content”.

Apart from labelling, the Commission asked the parties to use disclaimers in campaign advertisements or promotional content disseminated online or at other platforms, wherever synthetic content is utilised. “All political parties are urged to adhere to the advisory to ensure fair, transparent and responsible use of emerging technologies in election campaigning,” the poll body stated.