The Press Council of India (PCI) has issued a detailed advisory to the print media, urging strict adherence to guidelines on election reporting and the norms of journalistic conduct during upcoming Assembly elections and by-elections across several states.
In its
press release dated 27 March 2026, PCI emphasised that fair, objective and responsible reporting is critical to the democratic process. It reminded newspapers that while freedom of the press is vital, it comes with a duty to present accurate and unbiased information to voters.
The advisory applies to Assembly elections in Assam, Kerala, Tamil Nadu, West Bengal and Pondicherry, as well as by-elections in constituencies across Goa, Gujarat, Karnataka, Maharashtra, Nagaland and Tripura.
Quoting its Norms of Journalistic Conduct, PCI stated that media coverage must avoid sensationalism, exaggerated claims and undue focus on select candidates. It stressed that newspapers should not omit important viewpoints or distort facts while reporting on election campaigns.
A key highlight of the advisory is the strong warning against content that could incite communal or caste-based divisions. PCI reiterated that election coverage must not promote enmity or hatred on the basis of religion, race, caste, community or language.
The Council also underscored that the press must refrain from publishing unverified allegations or defamatory content about candidates. Any attempt to malign a candidate’s personal character without substantiated evidence, it said, would be a violation of journalistic ethics.
In a clear directive against inducements, PCI stated that media organisations must not accept any financial or other benefits to project a particular candidate or political party. It also cautioned against accepting hospitality or facilities that could compromise editorial independence.
Further, newspapers have been asked not to carry advertisements highlighting the achievements of governments or political parties at the expense of the public exchequer during the election period.
The advisory also calls for strict compliance with all directions issued by the election commission of India (ECI) and election authorities from time to time.
On the issue of ‘paid news’, PCI reiterated its definition any news or analysis published for consideration in cash or kind and laid out several indicators. These include identical news reports appearing in multiple publications, content favouring a candidate disguised as news and coverage projecting electoral success before nominations are filed.
The Council noted that unverified opinion polls or surveys predicting electoral outcomes should not be published. It also flagged biased reporting that unfairly praises one candidate while criticising another without basis as a potential instance of paid news.
At the same time, PCI clarified that newspapers are free to provide honest analysis and coverage of elections, provided such content is not influenced by monetary or other considerations.
Concluding the advisory, PCI urged print media organisations to strictly follow these guidelines to uphold journalistic integrity and ensure that voters receive fair and balanced information during the election process.
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