EC Mandates Pre-Certification of Print Ads Ahead of Poll Day to Curb Misuse; What it means for parties and candidates
Candidates and individuals seeking to publish political advertisements must apply for certification to the District MCMC, while recognised political parties can approach the State-level MCMC.
Political ads barred on poll day and previous day without MCMC clearance; strict timelines issued
New Delhi: The Election Commission of India has made pre-certification of political advertisements in print media mandatory during the critical pre-poll period and on poll day, as part of efforts to ensure a level playing field and curb misuse of media during elections.
Under the directive, no political party, candidate, organisation or individual will be allowed to publish advertisements in print media on the day of polling and one day prior to polling unless the content is pre-certified by the Media Certification and Monitoring Committee (MCMC) at the state or district level.
The Commission has outlined a clear schedule for enforcement of the rule across poll-bound states. For Assam, Kerala and Puducherry, where polling is scheduled on April 9, pre-certification will be mandatory for advertisements published on April 8 and 9. For Tamil Nadu and the first phase of West Bengal polls on April 23, the restriction will apply on April 22 and 23, while for the second phase of West Bengal on April 29, it will apply on April 28 and 29.
Candidates and individuals seeking to publish political advertisements must apply for certification to the District MCMC, while recognised political parties can approach the State-level MCMC. Applications must be submitted at least two days prior to the intended publication date.
The Commission has activated MCMC units at both state and district levels to ensure timely scrutiny and approval of advertisements, with a focus on expeditious decision-making.
In addition to pre-certification, authorities have been directed to maintain strict vigilance on suspected cases of paid news and take appropriate action where violations are detected.
What it means for parties and candidates
Political parties and candidates will no longer be able to release last-minute advertisements in print media without prior approval, especially during the final 48 hours before polling. All print ads must be submitted to the appropriate MCMC at least two days in advance for certification.
Any advertisement published on the eve of polling or on poll day without approval will be treated as a violation of election norms and could invite action. The rules also mean tighter scrutiny of content, reducing the scope for misleading or unverified claims.
The system ensures that campaign messaging during the most sensitive period remains regulated, while also requiring parties to plan their media outreach well in advance.
The move is part of the Election Commission’s broader enforcement framework aimed at ensuring free, fair and transparent elections, while preventing undue influence on voters through unverified or misleading political advertisements.
The Commission also reiterated that enforcement agencies must ensure that routine inspections and monitoring do not inconvenience ordinary citizens during the election period.
