ECP proposes rule amendments to curb AI misuse during polls

The Election Commission of Pakistan (ECP) proposed 12 amendments to the 2023 codes of conduct for political parties, media organisations and election observers to curb the misuse of artificial intelligence (AI) during elections.

According to sources in the ECP, the draft amendments proposed five changes to the code of conduct for media organisations, five for political parties and candidates, and three for election observers.

The commission has sought public and stakeholder feedback on the proposed amendments by Nov 20, with the measures aimed at regulating AI-generated content, prohibiting deceptive deepfakes and ensuring transparency in election-related communication.

Under the proposed rules for media, outlets would be required to clearly disclose when content generated or modified through AI is broadcast, published or released.

The draft strictly prohibits the use of deepfake technology to create fabricated images, voices or statements of political party leaders, candidates, election officials, members of the judiciary, armed forces personnel and other state officials if the content is false, defamatory or intended to ridicule them.

Media organisations would be permitted to use AI tools for preparing, translating, presenting or analysing election-related content, provided they disclose such use to their audiences and remain responsible for the authenticity and accuracy of the material.

Pemra, the Social Media Protection and Regulatory Authority, and the National Cyber Crime Investigation Agency would monitor undisclosed or unlabeled AI-generated media content and report violations to the ECP, with appropriate action to be taken in cases of non-compliance.

The proposed amendments also require media houses to promptly remove misleading or undisclosed AI-generated content from their platforms, or correctly relabel it, when directed by a regulatory body or the ECP.

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