The Election Commission of Pakistan (ECP) proposed 12 amendments to its 2023 codes of conduct to regulate artificial intelligence (AI)-generated election content, prevent deceptive deepfakes and improve transparency in political campaigns and media coverage.

The commission shared the draft amendments with stakeholders and invited feedback by November 20, citing its constitutional responsibility under Article 218(3) to ensure honest, just and fair elections.

Under the proposed rules, political parties and candidates must disclose AI-generated campaign material, including deepfake images, audio, videos and synthetic voices. The use of AI in robocalls and voter outreach messages would also require disclosure. Content intended to deceive voters, misrepresent individuals or spread false, derogatory or defamatory deepfake statements targeting individuals and state functionaries would be prohibited.

Print, electronic and digital media organisations, along with social media influencers, would be required to label AI-altered election content. Media outlets could use AI tools to prepare, translate, present and analyse election-related material, provided they disclose their use and remain responsible for factual accuracy.

The Pakistan Electronic Media Regulatory Authority (PEMRA), Social Media Protection and Regulatory Authority and National Cyber Crime Investigation Agency (NCCIA) would monitor compliance.

Election observers would be required to identify and report AI-generated deepfakes and disinformation campaigns to the ECP. They would also be prohibited from using AI to fabricate or alter election photographs, videos, reports or field observations.

The draft proposes five amendments each for media organisations and political parties or candidates, and three for election observers. The commission said the measures aim to strengthen transparency and accountability while reducing the risk of AI-assisted manipulation of voters.