The Election Commission has issued an order to regulate political advertisements across electronic and digital media ahead of the upcoming assembly polls in four states of Assam, Kerala, Tamil Nadu and West Bengal and the Union Territory of Puducherry, along with by-elections in six states.
According to the order, all political parties, candidates, and even individuals or organisations must get their advertisements approved before publishing them. The approval must be taken from the Media Certification and Monitoring Committee (MCMC).
This rule applies to advertisements shown on TV, radio, public display screens, e-papers, bulk SMS, voice messages, and social media platforms. The commission has said that candidates and individuals can apply for certification at the District MCMC. Meanwhile, political parties with headquarters in a State or Union Territory must apply to the State-level MCMC. Applications must be submitted within the specified timelines.
The Electoral body said that no political advertisements are to be released to any internet-based media or websites, including social media, by political parties or candidates without pre-certification from the respective MCMC. It also gave directions to MCMCs to keep a strict vigil on suspected cases of paid news in the media and take suitable action. The commission further said that candidates are required to share the details of their authentic social media accounts in their affidavit at the time of filing a nomination.
The commission stated that political parties should also submit a statement of expenditure incurred on campaigning through the internet, including social media websites, to the electoral body within 75 days of the completion of the assembly elections.
The ECI has also set up an Appellate Committee at the state level, headed by the Chief Electoral Officer (CEO), where parties or candidates can challenge decisions made by the MCMC. The Commission has clearly stated that no political advertisement can be published online or on social media without prior approval. Strict action will be taken against violations.
In addition, MCMCs have been instructed to closely monitor cases of paid news in the media and take necessary action wherever required. These steps have been taken to ensure transparency and fairness in election campaigns.
