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ECI Mandates Pre-Certification for All Political Ads on TV, Social Media

The Election Commission of India has directed all political parties and candidates to get their advertisements pre-certified by Media Certification and Monitoring Committees before release on any electronic platform, including social media. This move aims to curb the spread of falsified and AI-generated content that could misguide voters ahead of crucial state elections. Parties must apply to state-level MCMCs, and an Appellate Committee headed by the Chief Electoral Officer will hear appeals against MCMC decisions. Candidates must also declare their authentic social media accounts and later submit statements of expenditure incurred on internet campaigning.

Key Points: ECI Orders Pre-Certification for Political Ads on Social Media

  • Mandatory ad pre-certification
  • Targets falsified & AI-generated content
  • Applies to TV, social media, bulk SMS
  • State-level Appellate Committee formed
  • Expenditure statements must be submitted
2 min read

ECI directs parties to get political advertisements certified by MCMC before release

Election Commission mandates MCMC certification for all political advertisements on electronic & social media to combat fake & AI-generated content.

"No political advertisements are to be released... without pre-certification from the respective MCMC - Election Commission of India"

New Delhi, March 20

The Election Commission of India on Friday directed political parties to get their advertisements verified and certified by its media certification wing before releasing them on any electronic platform, including social media.

The directive, which comes ahead of crucial Assembly elections in four states and a Union Territory (UT), is seen as a move to keep a check on the spread of "falsified and AI-generated" content to misguide voters.

"No political advertisements are to be released to any internet-based media/websites, including social media websites, by political parties/ candidates without pre-certification from the respective MCMC," the poll panel said in a statement.

According to the EC directive, the political parties will have to get their advertisements pre-certified by the Media Certification and Monitoring Committee (MCMC). Also, the candidates have been asked to share details of their authentic social media accounts.

The poll panel has asked all the registered political parties, contesting candidates to apply to the MCMC for pre-certification of all political advertisements on electronic media (such as TV, radio, AV displays at public places, e-papers, bulk SMS/voice messages), including social media, before publication.

"All registered political parties headquartered in a state/UT can apply for certification of such advertisements with the State Level MCMC. The applications must be submitted within the specified timelines," it said.

An Appellate Committee headed by the CEO has also been constituted at the state level to entertain appeals against the decisions of District/State MCMC.

The MCMCs have been entrusted with the responsibility of keeping a strict vigil on the suspected cases of paid news.

Candidates are also expected to share the details of their authentic social media accounts in their affidavit at the time of filing their nomination.

"According to Section 77(1) of Representation of the People Act, 1951 and the directions of the Hon'ble Supreme Court of India, political parties should also submit a statement of expenditure incurred on campaigning through internet, including social media websites, to the ECI within 75 days of the completion of the assembly elections," the EC statement also noted.

Elections are set to be held for electing new members to the Assemblies of Assam, Kerala, Tamil Nadu, West Bengal, and Puducherry in April with results to come out on May 4. Also, by-elections in 6 states are being held, and their result will also be declared on May 4.

- IANS

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Reader Comments

R
Rohit P
Good move in theory, but implementation is key. Who will monitor the MCMC itself? We need transparency in the certification process. Also, with the sheer volume of content on social media, how will they keep up? 🤔
A
Arjun K
Finally! This was long overdue. Last election, my family WhatsApp was flooded with blatantly false ads from all sides. If this cuts down even 50% of that nonsense, it's a win for democracy. Jai Hind!
S
Sarah B
As someone who works in digital media, the timeline for certification is crucial. If the process is too slow, it could stifle legitimate political discourse. The Appellate Committee is a good safeguard, hope it functions independently.
V
Vikram M
The directive on sharing authentic social media accounts is smart. Too many parody and fake accounts spread misinformation. Now, at least, we'll know which handle officially belongs to a candidate. A step towards cleaner elections.
K
Karthik V
Respectfully, while the intent is good, this feels like adding another layer of bureaucracy. The real issue is enforcement after the ad is live. Will there be penalties for parties that bypass this? Without teeth, the rule is just on paper.

We welcome thoughtful discussions from our readers. Please keep comments respectful and on-topic.

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