Pakistan proposes 12 rules to regulate AI in elections

New rules for election integrity

The Election Commission of Pakistan (ECP) has introduced a draft of 12 amendments to the 2023 codes of conduct. These changes are designed to address the growing risks posed by artificial intelligence (AI) in the political sphere. The commission wants to curb the misuse of these tools by political parties, media organizations, and election observers.

The proposed measures seek to balance the use of technology with the need for transparency in election-related communication. While the rules aim to stop deception, they also recognize that AI can be used for legitimate purposes. The ECP is currently seeking feedback from the public and various stakeholders on these draft rules by November 20.

The primary goal of these amendments is to strengthen accountability during campaigns. By creating a framework for AI use, the commission hopes to prevent the spread of fabricated digital content. This move comes as concerns grow over how AI can be used to manipulate voters or spread misinformation quickly across digital platforms.

Restrictions on media and deepfakes

Media organizations face five specific changes under the proposed draft. Outlets will be required to clearly disclose whenever content generated or modified by AI is published or broadcast. This ensures that the audience knows when a piece of news or a presentation has been touched by automated tools.

The rules strictly prohibit using synthetic media to manufacture fake visuals, audio, or quotes of high-ranking officials. This includes political leaders, members of the judiciary, armed forces personnel, and other state officials. The ban specifically targets content that is false, defamatory, or intended to ridicule these figures.

However, media houses are still permitted to use AI tools for tasks like translating, preparing, or analyzing election-related content. They must remain responsible for the accuracy and authenticity of the final material. If a regulatory body directs a media house to remove or relabel misleading AI content, the outlet must comply promptly.

Rules for political parties

Political parties and candidates are subject to five proposed amendments to regulate their campaign materials. They are prohibited from distributing AI-generated content, such as deepfake videos or audio clips, without a clear label. The draft specifically bars the creation of material intended to deceive voters by falsely portraying a person’s actions or words.

The proposal also targets automated engagement and the use of bots. Political entities will not be allowed to use AI-powered bots or automated accounts to create fake trends or manipulate online engagement. This is intended to ensure that online political discourse remains organic and not artificially inflated by software.

Furthermore, the rules address voter outreach methods like robocalls and voice-cloned messages. If these tools are used, there must be a clear disclosure at the beginning of each call or message stating that the content is AI-generated. Candidates will also be required to keep a record of every piece of AI-made material created throughout the voting period for accountability.

Monitoring and observer duties

Election observers will face three new amendments to ensure they do not contribute to digital manipulation. They are required to stay alert for any AI-related interference during the observation process and report any such cases to the ECP. The draft also prevents observers from employing AI to change or improve any photographs, videos, or reports they submit.

To enforce these rules, several government bodies will work together to monitor the digital landscape. The Pakistan Electronic Media Regulatory Authority (PEMRA), the Social Media Protection and Regulatory Authority, and the National Cyber Crime Investigation Agency will track undisclosed AI content. They will report any violations of the new rules directly to the ECP.

The commission plans to take appropriate action in cases where organizations or individuals fail to comply with these standards. By involving multiple agencies, the ECP aims to create a comprehensive oversight system. This multi-agency approach is designed to identify and remove deceptive content before it can significantly impact the election results.