ECP Proposes Rules to Curb AI Misuse in ElectionsPakistan

Under the proposed rules for the media, outlets would be required to clearly disclose when content generated or modified through AI is broadcast, published or released. Media organisations would still be permitted to use AI tools for preparing, translating, presenting or analysing election-related content, provided they disclose that use to their audiences and remain responsible for the authenticity and accuracy of the material.

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, where the content is false, defamatory or intended to ridicule them. The proposal reflects growing concern that realistic fake audio and video could mislead voters during a campaign.

Political parties and candidates would also face new obligations under the draft. They would be required to clearly label AI-generated or altered material, and would be prohibited from using such content to mislead voters about a person’s image, words or actions. The draft also proposes a ban on bots and automated accounts used to artificially influence online activity or create false trends, and requires automated campaign calls or messages using cloned voices to begin with a clear notice that they were created using AI.

Monitoring and enforcement would involve several regulators. According to the report, Pemra, the Social Media Protection and Regulatory Authority and the National Cyber Crime Investigation Agency would monitor undisclosed or unlabelled 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. Election observers, meanwhile, would be required to identify cases of AI manipulation and report them to the commission, while being prohibited from generating or altering their own findings, photographs, videos and reports using AI.

The proposals come as AI tools become cheaper and easier to use, raising questions for election authorities around the world about how to protect voters from manipulation without restricting legitimate campaigning and journalism. The ECP’s consultation, which runs until November 20, will give political parties, media bodies and civil society a chance to respond before any final rules are adopted.