Political Parties Now Must Get Pre-Certification for All Online and Broadcast Ads

Election Commission of India (ECI) has rolled out stringent new rules requiring all political parties and candidates to obtain pre-certification for any advertisements on electronic media, including television, radio, and surging digital platforms like social media. This directive, effective immediately following the announcement of Bihar's Assembly elections and bypolls in eight constituencies across Punjab, Uttar Pradesh, West Bengal, Kerala, Gujarat, and Jammu & Kashmir on October 6, aims to ensure transparency and curb the spread of fake news during high-stakes campaigns. With social media's role in shaping voter opinions exploding in recent years, the ECI's guidelines mark a pivotal shift toward regulated online political discourse, preventing last-minute smear tactics or viral manipulations that could sway public sentiment.

Under the fresh mandates, every registered national or state party, along with individual contestants, must submit their ad content—be it videos, graphics, or posts—to the newly established Media Certification and Monitoring Committees (MCMCs) at district and state levels for vetting before going live. These committees, equipped with experts in media and law, will scrutinize materials for compliance with the model code of conduct, flagging hate speech, falsehoods, or undue influence.

The ECI has been unequivocal: no political ad can appear on websites, apps, or internet-based outlets without this stamp of approval, extending to even subtle sponsored content. Additionally, to tackle the shadowy world of paid news, MCMCs will proactively monitor print, broadcast, and digital outlets, imposing penalties or legal actions on violators, thereby fostering a level playing field in an era where algorithms amplify divisive narratives.

Recognizing social media as the new battleground for elections, candidates are now compelled to disclose their official handles—Facebook, X (formerly Twitter), Instagram, and more—right at the nomination filing stage, allowing voters and watchdogs to track authentic communications versus imposters. This transparency drive ties into financial accountability under Section 77(1) of the Representation of the People Act, 1951, bolstered by Supreme Court rulings, mandating detailed expenditure reports submitted within 75 days post-polls.

Parties must break down costs meticulously: payments to tech giants like Google or Meta, fees for content creators and influencers, and even operational expenses for managing online profiles. Failure to comply could invite disqualifications or fines, as the ECI warns that unchecked digital spending has ballooned into a multi-crore industry, often evading scrutiny.

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This overhaul couldn't come at a more critical juncture, with Bihar's polls poised to be a litmus test for national parties amid rising cyber threats and deepfake concerns. Political analysts hail it as a bold step toward democratizing digital elections, but critics worry about bureaucratic delays stifling free speech. As campaigns heat up, expect tighter scrutiny on superstar endorsements and viral memes— the ECI's message is clear: play by the rules, or sit out the game. With these reforms, India's electoral watchdog is adapting to the digital age, ensuring that votes are won on merit, not manipulation.

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