Preserving Integrity: PCI's Renewed Focus on Election Reporting & 'Paid News'

As India routinely engages in its vibrant democratic process, the role of media ethics, particularly during elections, becomes paramount. In June 2025, the Press Council of India (PCI), the statutory watchdog for print media, re-emphasized its crucial advisories to newspapers and news agencies, focusing squarely on maintaining journalistic integrity amidst electoral fervor.

These advisories were specifically issued in the context of ongoing and upcoming bye-elections across various assembly constituencies (such as in Gujarat, Kerala, Punjab, and West Bengal), and building upon guidance provided for larger electoral exercises like the General Election to the Legislative Assembly of NCT of Delhi 2025.

The PCI's guidance underscores two critical areas of journalistic conduct:

1. Adherence to Election Laws (Section 126A, Representation of the People Act, 1951): The Council reminded the print media to strictly comply with statutory provisions that prohibit the publication and dissemination of election results or exit polls during specified 'silent periods' before polling concludes. This legal restraint is vital to prevent undue influence on voters and preserve the sanctity of the electoral process. The PCI's guidelines on 'Pre-Poll' and 'Exit-Polls' are integral to this compliance.

   
   

2. Combating 'Paid News': A persistent concern in Indian journalism, 'paid news' involves undisclosed payments or benefits for biased coverage. The PCI urged media outlets to rigorously follow its 'Norms of Journalistic Conduct-2022' concerning 'Paid News'. These norms outline stringent ethical standards, including explicit identification of advertisements, discouraging the projection of candidates without basis, and prohibiting content that appears as news but is commercially motivated. The emphasis is on transparent reporting and avoiding any practice that blurs the lines between editorial content and promotional material.

In an era of rapid information dissemination, the PCI's unwavering commitment to upholding journalistic standards, particularly during sensitive political events, remains critical for maintaining the credibility of the press and the integrity of India's democratic process.