ECI Mandates Pre-Certification of Political Ads on Media Platforms
Candidates Must Declare Official Social Media Accounts Ahead of Polls
In a significant move to ensure transparency and curb misinformation during elections, the Election Commission of India has directed all political parties, candidates, and organizations to obtain mandatory pre-certification for political advertisements from the Media Certification and Monitoring Committee (MCMC).
The directive comes in the wake of the recently announced schedule for the Legislative Assembly elections in several states, including Assam, Kerala, Tamil Nadu, West Bengal, and the Union Territory of Puducherry, along with by-elections in six other states.
According to the ECI’s latest press note, no political advertisement can be published or broadcast across electronic media platforms—including television, radio, digital displays, e-papers, bulk messaging services, and social media—without prior approval from the MCMC. This rule applies uniformly to all stakeholders, including individual candidates and registered political parties.
The Commission emphasized that political parties operating at the state or union territory level must seek certification from State-level MCMCs, while individual candidates can apply through District MCMCs. An appellate mechanism has also been put in place at the state level, headed by the Chief Electoral Officer (CEO), to address grievances or disputes arising from certification decisions.
In a strong warning, the ECI stated that no political content or advertisement should be disseminated on internet-based platforms or social media without clearance. This move is aimed at preventing the spread of misleading or unverified campaign material during the sensitive election period.
Additionally, the Commission has made it compulsory for candidates to disclose details of their official social media accounts while filing their nomination papers. This step is intended to enhance accountability and help authorities monitor online campaign activities more effectively.
The MCMC has also been tasked with maintaining strict vigilance against instances of “paid news,” a growing concern in electoral processes. Any suspicious or unaccounted promotional content in the media will be closely scrutinized, and appropriate action will be taken against violators.
Further tightening the regulatory framework, the ECI has reiterated that political parties must submit a detailed account of their campaign-related expenditure, including spending on digital and social media platforms. As per Section 77(1) of the Representation of the People Act, 1951, such reports must be filed within 75 days of the completion of elections.
This expenditure report is expected to include payments made to internet companies, costs incurred in content creation, and operational expenses for maintaining social media presence.
To ensure smooth implementation of these guidelines, a high-level meeting was convened on March 19 involving Chief Electoral Officers, State Police Nodal Officers, IT officials, and representatives from major social media platforms. The meeting focused on strengthening coordination to tackle misinformation, fake news, and other digital threats during the elections.
The ECI’s latest measures underline its commitment to conducting free, fair, and transparent elections, especially in an era where digital media plays a crucial role in shaping public opinion.
