The Election Commission of Pakistan (ECP) has proposed 12 amendments to its 2023 codes of conduct for political parties, candidates, media organisations and election observers to address the misuse of artificial intelligence during elections. The proposed changes aim to regulate AI-generated content, prevent deceptive deepfakes and improve transparency in political communication across digital and traditional media. The commission has invited public and stakeholder feedback on the draft amendments until November 20, 2026, before proceeding with their consideration. The proposals cover the use of AI in election campaigns, the publication and broadcast of election-related material, and the responsibilities of observers monitoring electoral activities. They are intended to address risks associated with manipulated images, fabricated audio, synthetic voices and other AI-generated material that could misrepresent individuals or mislead voters. The draft divides the proposed changes among three groups, with five amendments concerning media organisations, five covering political parties and candidates, and three relating to election observers. The measures remain proposals and should not be treated as rules already in force.
Under the proposed provisions for political parties and candidates, AI-generated or manipulated campaign material, including deepfake images, videos, audio clips and synthetic voices, would have to be clearly labelled. The draft would prohibit the use of AI-generated material intended to deceive voters by falsely portraying a person’s image, words or actions. It also proposes restrictions on fabricated, defamatory or ridiculing content targeting political leaders, candidates, election officials, members of the judiciary, armed forces personnel and other state officials. Political parties and candidates would be required to preserve records of AI-generated campaign content and provide them to the ECP when requested. The proposed rules would also restrict the use of AI-powered bots and automated accounts to artificially increase likes, comments, shares or followers and create misleading impressions of public support. In addition, election-related robocalls and voter outreach messages using cloned voices would have to disclose at the beginning that the communication was generated using AI. These provisions seek to make campaign communication more transparent while addressing the potential use of automated tools and synthetic media to manipulate online political discussion.
The proposed amendments also outline new responsibilities for media organisations using AI in election coverage. Print, electronic and digital media outlets would be required to disclose when election-related content has been generated or modified using artificial intelligence. Media organisations would still be permitted to use AI for preparing, translating, presenting or analysing news and election-related information, provided they disclose that use and remain responsible for the accuracy and authenticity of the material. The draft also proposes restrictions on deepfakes that fabricate images, voices or statements of political figures and public officials when the material is false, defamatory or intended to ridicule them. Under the proposed framework, the Pakistan Electronic Media Regulatory Authority, the Social Media Protection and Regulatory Authority, and the National Cyber Crime Investigation Agency would monitor undisclosed or incorrectly labelled AI-generated media content and report violations to the ECP. Media organisations could be directed to remove misleading content or label it correctly when required by the commission or a relevant regulatory body. The proposals place particular emphasis on disclosure and accountability, recognising that AI tools can support legitimate reporting but can also be used to create misleading election-related material.
Election observers would also face specific obligations under the draft rules. They would be expected to remain alert to AI-related manipulation, identify suspected deepfakes or disinformation and report such incidents promptly to the ECP. The proposed provisions would prohibit observers from using AI to fabricate, alter or enhance their factual findings, photographs, videos or reports submitted to the commission. These restrictions are intended to preserve the integrity of election observation and ensure that submitted records reflect actual observations rather than artificially generated or modified evidence. The ECP has linked the proposed measures to its constitutional responsibility to conduct honest, just and fair elections and to guard against practices that could undermine the electoral process. The consultation period gives stakeholders an opportunity to examine the proposed requirements and provide feedback before the commission finalises its approach. If adopted, the amendments would establish clearer expectations for political campaigns, media outlets and observers regarding the disclosure, use and preservation of AI-generated content. Their practical impact would depend on the final wording, implementation arrangements and enforcement of the rules during future electoral activities.
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