Digital campaigning in India is fast, cheap and powerful — and increasingly regulated. These are the rules every candidate and campaign team should know.
This guide is general information, not legal advice. Election Commission of India (ECI) orders are updated for each election; always check the latest instructions for your poll.
1. Political ads need pre-certification
On 9 October 2025 the ECI directed every registered party and contesting candidate to get advertisements on electronic media — including social media and websites — pre-certified by the Media Certification and Monitoring Committee (MCMC) before release. MCMCs operate at district and state level and also watch for suspected paid news.
2. Declare your social media accounts
Candidates must give details of their authentic social media accounts when filing their nomination. Campaign content should run from these declared, official handles.
3. Digital spending is election expenditure
Payments to internet companies and websites for ads, content development and running social media accounts count as campaign expenditure. Parties must also file a statement of internet campaign spending with the ECI within 75 days of the end of assembly elections. Keep invoices and records from day one.
4. Label AI-generated content
In March 2026 the ECI required AI-generated or digitally altered content to carry a clear and prominent label — such as “AI generated”, “digitally enhanced” or “synthetic content”. For visuals the label must cover at least 10% of the display area; for audio, the first 10% of the duration. Misleading or unlawful content on party handles must be taken down within three hours of being reported.
5. Respect the silence period
Under Section 126 of the Representation of the People Act, 1951, public campaigning stops 48 hours before the close of polling. Campaign teams should pause bulk messaging and scheduled posts in this window.
6. Exit polls have a blackout
Section 126A prohibits conducting or publishing exit poll results during the period notified by the ECI. Private surveys commissioned for strategy should stay private.
7. The Model Code of Conduct applies online
Appeals on the basis of religion or caste, personal attacks unrelated to public life, and misinformation are as unacceptable on WhatsApp and Instagram as they are on a stage.
8. Protect personal data
Voter phone numbers and personal details are personal data under the Digital Personal Data Protection Act, 2023. Build lists through consent, not purchase.
A simple compliance checklist
- Declared official handles for the candidate.
- MCMC certificate before any paid ad goes live.
- AI-content labels on every synthetic image, video or voice.
- A spending register for every digital payment.
- Scheduled posts paused for the silence period.
- A named person who can take content down within three hours.
Compliance is not a constraint on a good digital campaign — it protects the candidate. See how Suraj Shinde runs digital election campaigns.