NEW DELHI: Warning against political campaigns that use Artificial Intelligence (AI) to create “synthetic” images, videos and audio, potentially influencing voter opinion and trust, the Election Commission on Thursday directed the political parties to prominently label such content as ‘AI generated’ or ‘synthetic’ while sharing it on social media, “in the interest of transparency and accountablity”.
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EC in an advisory sent to all recognised national and state parties said there was need for prominent and easily discernible labelling of AI-generated or synthetic content meant for political campaigning with the notation ‘AI-generated’, ‘digitally enhanced’ or ‘synthetic content’, to keep the voter informed. It added that campaign advertisements and promotional content disseminated online should include disclaimers wherever synthetic content is utilised.
While referring to its guidelines dated May 6, 2024, on the ethical use of social media platforms in 2024 Lok Sabha election, EC on Thursday said they had sought to curb the possibility of parties and their representatives disturbing the level playing field with the use of ‘deep fakes’ and AI-generated distorted content to spread fake information, misinformation or disinformation. The purpose of the guidelines, it said, was to ensure strict avoidance of wrongful use of AI-generated content while the model code of conduct was in force.
“However, now considering the deepening influence of AI generated/synthetic content in shaping public opinion, the Election Commission of India advises all political parties and their leaders, candidates and star campaigners to also take necessary measures for prominent labelling of AI-generated/synthetic content, if any, being shared for campaigning through their social media platforms and other media platforms,” the poll panel said on Thursday. It said prominent and easily discernible labelling of AI-generated content would ensure responsible and transparent campaigning as well as informed voters.
“All political parties are urged to adhere to the advisory to ensure fair, transparent and responsible use of emerging technologies in election campaigning,” said EC.
