Draft rules seek to regulate AI use by political parties, media and election observers, prohibit deceptive deepfakes
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.
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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.
The Pakistan Electronic Media Regulatory Authority (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.
For election observers, three amendments have been proposed, requiring them to remain vigilant for AI-related manipulation during the observation process and immediately report any such instances to the ECP.
The draft also bars observers from using AI to generate, alter or enhance their observations, factual findings, photographs, videos or reports submitted to the commission.
Five amendments have been proposed for political parties and candidates to regulate their use of AI-generated material during election campaigns.
Under the proposed provisions, political parties and candidates would not be allowed to create, publish, broadcast or distribute AI-generated or manipulated content, including deepfake images, videos and audio clips, without clearly labelling it as AI-generated.
The draft prohibits the use of AI-generated material intended to deceive voters by falsely portraying a person’s image, words or actions.
It also bars the creation of fabricated, ridiculing or defamatory images, voices or statements of political leaders, candidates, election officials, members of the judiciary, armed forces personnel and other state officials through deepfake technology.
Political parties and candidates would be required to preserve all AI-generated content produced during the election process.
The proposed rules further prohibit the use of AI-powered bots, automated accounts and similar tools to manipulate online engagement or create fake trends.
The use of AI for voter outreach through robocalls or voice-cloned messages would also be regulated, with a clear disclosure at the beginning of each call or message that the content has been generated through AI.
The proposed amendments aim to strengthen transparency and accountability in election campaigning and media coverage while addressing the risks posed by fabricated digital content and AI-driven voter manipulation.
