Before Indian election, dozens of realistic AI-generated images of Indian PM Narendra Modi were boosted as political advertisements on Instagram, raising questions about enforcement
Our review of political advertisements in India in the months leading up to Indian election revealed, an Instagram page affiliated to Bharatiya Janata Party (BJP) promoted nearly 50 pieces of AI-generated images of Narendra Modi — making it the leading advertiser of AI-generated Modi images.
The common theme across all the images was the valorisation of Modi as a Hindu leader. Popular AI images boosted through sponsored posts on Hokage Modi Sama Instagram page featured Modi as a reincarnation of Hindu warrior Bhishma, a suit-wearing son of god, a Saffron Superhero, embracing Hindu heritage and the King of Hindu Rashtra settled on his throne, garnering millions of likes and views.
Meta said political advertisements on Facebook and Instagram that use AI will have to disclose its use. Our investigation found Instagram boosted AI-created Modi ads tagged #AIart, a disclosure Meta said is insufficient, highlighting gaps in AI policy enforcement. Our investigation also found BJP’s chief rival The Indian National Congress (INC) was also using AI imagery for propaganda.
This was the first story that found inconsistencies in Meta’s enforcement of its policies on AI disclosures released in 2024. It revealed the use of AI images for “strategic narrative building” by Indian political parties, and brought wider social attention to the misuse of AI in Indian elections. The Instagram Reel adaption of the story received over 300,000 views, and it was also featured as a misinformation artifact at TEDx TruthCon event.