The Press Council of India (PCI) has issued a formal advisory to the print media ahead of upcoming Assembly elections and bye-elections across multiple states, calling for strict adherence to journalistic norms and ethical standards.
The advisory pertains to election coverage in states including Assam, Kerala, Tamil Nadu, West Bengal, and Puducherry, along with bye-elections in Goa, Gujarat, Karnataka, Maharashtra, Nagaland, and Tripura.
At the core of the Council’s directive is a strong warning against the practice of “paid news,” where advertisements are presented as editorial content. The PCI has termed this a serious breach of journalistic ethics, noting that such practices mislead voters and undermine the fairness of the electoral process.
Reiterating compliance with the Norms of Journalistic Conduct, 2022, the Council has placed responsibility on editors and publishers to ensure that reporting remains free from financial influence and editorial bias.
The advisory outlines key guidelines for election reporting, including the need for factual and objective coverage, avoiding one-sided narratives, and ensuring that any allegations against candidates are backed by verifiable evidence. It also stresses the importance of maintaining a clear distinction between news content and paid political advertisements.
Additionally, the PCI has cautioned against publishing content that could incite communal tensions or appeal to voters on the basis of caste, religion, or community. Media organisations have also been reminded to adhere to guidelines governing the publication of exit polls to prevent influencing voters during active polling periods.
The Council said these measures are aimed at preserving the integrity of the press and ensuring that citizens have access to accurate, balanced, and transparent information during the electoral process. They also encouraged members of the public to report instances of violations, including paid news or biased coverage, for further examination.
