New Delhi

The Election Commission of India (ECI) on Friday directed all political parties and candidates to obtain mandatory pre-certification for political advertisements before releasing them on electronic or social media platforms, ahead of Assembly elections in several states.

The directive applies to polls in Assam, Kerala, Puducherry, Tamil Nadu and West Bengal, along with bye-elections in six other states.

Mandatory clearance for all political ads

According to the ECI, no political advertisement can be released on electronic media—including television, radio, public display screens, e-papers, bulk SMS, voice messages, or internet-based and social media platforms—without prior approval from the Media Certification and Monitoring Committee (MCMC).

Political parties registered at the state or Union Territory level must apply to State-Level MCMCs, while individual candidates are required to seek clearance from District MCMCs within stipulated timelines. An appellate mechanism has also been established, headed by the Chief Electoral Officer (CEO) at the state level, to review decisions.

Focus on paid news and transparency

The Commission has instructed MCMCs to strictly monitor suspected cases of paid news and take appropriate action where required. Candidates will also have to disclose all their official social media accounts in their nomination affidavits.

Tracking election expenditure

Citing provisions of the Representation of the People Act, 1951 and directions from the Supreme Court of India, the ECI said political parties must submit detailed expenditure reports within 75 days of the conclusion of elections.

These reports must include all campaign-related spending on digital platforms—covering advertisements, content creation, payments to internet companies, and maintenance of social media accounts.

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Tackling misinformation

To strengthen enforcement and curb misinformation, disinformation, and fake news during the election period, the Commission held a high-level meeting on March 19 with Chief Electoral Officers, police and IT nodal officers from poll-bound states, and representatives of major social media platforms.

The move signals tighter regulation of digital campaigning as elections increasingly shift to online platforms.