PCI urges print media to follow election reporting norms

The Press Council of India (PCI) has advised the print media to strictly follow its Norms of Journalistic Conduct, 2022 and election reporting guidelines ahead of the upcoming Assembly elections in Assam, Kerala, Tamil Nadu, West Bengal and Puducherry, along with bye-elections in eight constituencies across Goa, Gujarat, Karnataka, Maharashtra, Nagaland and Tripura.

In its advisory, the PCI emphasised that fair and objective reporting remains critical to the functioning of democracy, urging newspapers to exercise responsibility while covering election campaigns.

The Council reiterated that media must provide balanced and factual coverage of candidates and parties, and avoid exaggerated claims or selective reporting. It cautioned against ignoring key viewpoints raised by candidates or presenting one-sided narratives during election coverage.

Highlighting legal sensitivities, the PCI stated that the press must refrain from publishing content that could incite communal or caste-based divisions, in line with election rules. It also warned against carrying unverified allegations or defamatory content related to the personal character or conduct of candidates.

The advisory further underlined that media organisations should not accept inducements, financial or otherwise, to favour any candidate or political party. It also prohibited acceptance of hospitality or facilities offered by political stakeholders, and barred publication of government advertisements showcasing achievements at public expense during the election period.

Additionally, the PCI directed newspapers to comply with all instructions issued by the Election Commission of India and relevant election authorities.

Paid news under scrutiny

Reiterating its stance on paid news, the Council defined it as any news or analysis published in print or electronic media in exchange for cash or kind.

The PCI outlined several indicators of paid news, including identical political content appearing across publications, coverage favouring specific candidates, unverified election surveys, and reports projecting electoral success before nominations are filed.

It also flagged biased reporting that highlights positive aspects of one candidate while portraying opponents negatively, or attempts to influence voters through promotional-style content, as instances of paid news.

The Council advised newspapers to maintain balance in coverage, ensure accuracy in quoting political leaders, and avoid publishing caste-based voter lists or content that signals covert promotion.

While allowing honest assessments of candidates and parties, the PCI clarified that such analysis would not qualify as paid news unless linked to consideration.

The advisory calls on the print media to adhere strictly to these norms to ensure transparency, credibility and fairness in election reporting.