Easten Mediatech
Why this matters
Political communication now reaches voters through video, websites, messaging and social feeds. A campaign team may think of a social post as just another piece of creative work, but a paid political advertisement has a compliance step before it goes live. The Election Commission of India (ECI) reiterated this in a 20 March 2026 press note issued for the Assembly elections announced that month. The note concerns advertisements on electronic media, including social media and internet-based platforms. It should not be read as a fresh election announcement for Punjab or any other state.
What the ECI said
The ECI said registered political parties, groups or associations, and contesting candidates or individuals must seek pre-certification from the relevant Media Certification and Monitoring Committee (MCMC) for political advertisements on electronic media. Its examples include television, radio, audio-visual displays in public places, e-papers, bulk SMS or voice messages, and social media. The Commission specifically said political advertisements should not be released on internet-based media or websites without certification from the respective MCMC.
The same press note distinguishes where applications go. Individuals and contesting candidates can apply to the District MCMC; registered political parties headquartered in a state or Union Territory can apply to the State-level MCMC. Applications must follow the specified timelines. A State-level appellate committee headed by the Chief Electoral Officer can hear appeals against District or State MCMC decisions.
Paid advertising is not the same as every political post
The ECI's social-media FAQ draws an important distinction. Political advertising on social-media sites falls under pre-certification, while ordinary messages, comments, photos or videos posted to a blog or self-account are not automatically treated as advertisements merely because they discuss politics. The Model Code of Conduct and other applicable instructions can still apply to online content. Teams should classify the actual format and distribution of each item rather than assume that every post has the same approval path.
A practical checklist for campaign teams
Before scheduling a political ad, record who is publishing it, the exact creative version, the intended channel, and whether money is being spent to promote or distribute it. Identify the appropriate MCMC and submit the material within its prescribed timeline. Keep the submitted version, certification decision and publication record together so the released creative can be matched to the approved one. If the message or format changes, check whether a fresh submission is needed rather than relying on an earlier approval.
Keep campaign spending records too. The ECI says election-campaign expenditure on internet advertising includes platform payments as well as content-development and operational costs connected with social-media accounts. Candidates are also required to disclose authentic social-media accounts in their nomination affidavit. These are separate record-keeping duties; certification alone does not replace them.
What readers should take away
Pre-certification is a process for political advertisements, not a shortcut for judging whether a message is true, fair or persuasive. A responsible campaign should verify factual claims, avoid impersonation and misinformation, preserve a clear approval trail and check the current instructions issued for the particular election. For a live campaign, the relevant MCMC or election office should confirm the applicable procedure and deadlines. This article is an editorial explanation of ECI materials, not legal advice or an endorsement of any party or candidate.