ECI Activates MCMCs to Certify Political Advertisements in Poll-Bound States
ECI mandates pre-certification for print political ads to ensure fairness.
The Election Commission of India (ECI) on Monday issued comprehensive guidelines for the pre-certification of political advertisements in print media ahead of the upcoming Assembly elections and bye-elections. The move aims to ensure a free and fair campaign environment and prevent the publication of unverified or misleading content.
Earlier, on March 15, the ECI announced the schedule for Assembly elections in Assam, Kerala, Puducherry, Tamil Nadu, and West Bengal, along with bye-elections in six states. As part of the new guidelines, no political party, candidate, organisation, or individual is allowed to publish advertisements in print media on the poll day or the day before without prior certification from the Media Certification and Monitoring Committee (MCMC) at the state or district level.
The guidelines specify that individual candidates and other applicants must approach the District MCMC for certification, while recognised political parties headquartered in a state or union territory may apply to the state-level MCMC. Applications are required to be submitted at least two days prior to the intended publication date, allowing the committees sufficient time to examine and approve advertisements promptly.
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Pre-certification requirements will apply on specific dates depending on the poll schedule. In Assam, Kerala, and Puducherry, where polling is scheduled for April 9, advertisements published on April 8 and 9 must be certified. For Tamil Nadu, going to the polls on April 23, certification is required for ads on April 22 and 23. West Bengal, with a two-phase polling on April 23 and April 29, will mandate certification on April 22–23 for Phase I and April 28–29 for Phase II.
The ECI has also instructed MCMCs to maintain strict vigilance against instances of paid news and take appropriate action wherever necessary. The Commission emphasised that these measures are part of broader efforts to safeguard the integrity of the electoral process and maintain transparency in campaign communications.
Meanwhile, the Commission reported significant enforcement action in poll-bound states. Since February 26, when the Electronic Seizure Management System (ESMS) was activated, authorities have seized illegal cash, liquor, drugs, precious metals, and other freebies worth over Rs 650 crore, highlighting heightened monitoring and strict enforcement to ensure inducement-free elections.
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