Paid News

Paid News has been defined by PCI as - Any
news or analysis appearing in any media
(Print & Electronic) for a price in cash or kind
as consideration.
 Press Council of India guidelines say- news
should be clearly demarcated from
advertisements by printing disclaimers, should
be strictly enforced by all publications. As far
as news is concerned, it must always carry a
credit line and should be set in a typeface that
would distinguish it from advertisements.
The malaise

Paid News misleads the public and hampers the
ability of people to form correct opinions.

Paid News causes undue influence on voters
and also affects their Right to Information.

Paid News seeks to circumvent election
expenditure laws/ ceiling

Paid News adversely affects level playing field
How to check
Make ‘paid News’ an electoral offence through
amendment of election act.
 Use existing mechanisms of expenditure ceiling
to curb the menace
 Partner with stakeholders, including political
parties and media to fight the menace
 Sensitise people on the subject

Steps taken by SEC

SEC has issued instructions to state and district officers to
scrutinize, identify and report cases of Paid News.
 The Commission has appointed a Media Certification &
Monitoring Committee (MCMC) at District and State level
for checking Paid News.
 The Committee has Officers from Public Relations
Department
 The Committee will scrutinise all media within its
jurisdiction to identify political advertisement in the garb
of news.
 MCMC shall also actively consider paid news cases
referred to it by the Expenditure Observers.
District MCMC

District MCMC shall intimate the Returning Officer
for issue of notices to candidates for inclusion of
actual expenditure on the published matter in their
election expenses account

or notional expenditure based on CPR rates in their
election expenses account irrespective of whether
the candidate actually has paid or not paid any
amount to the channel/newspaper.

A copy of the notice shall also be marked to
Expenditure Observer.

On reference from District MCMC, RO shall give notice
to the candidates within 96 hrs of publication/
broadcast/telecast/receipt of complaint to explain why
expenditure should not be added to the candidate’s
expenditure.

District MCMC shall decide on the reply expeditiously
and convey to the Candidate/Party its final decision.

In case no reply is received by District MCMC from the
candidate within 48 hrs of serving of notice, the decision
of MCMC will be final.

If decision of District level MCMC is not acceptable to
the candidate, he/she may appeal to State level MCMC
within 48 hrs of receipt of decision, with information to
the District MCMC.
Appeal Mechanism

The State level MCMC shall dispose of the case
within 96 hrs of receipt of appeal and convey the
decision to the Candidate with a copy to District
level MCMC.

The Candidate may appeal against the decision
of State level MCMC to EC within 48 hrs of
receiving of order from this Committee. The
decision of EC shall be final.
Additional Checks

District Collectors have been instructed to take
meeting with Political Parties as well as media
houses to alert them against surrogate
advertising and Paid News and consequences of
violation.

Political parties and media houses have been
briefed and sensitized in advance at HQs.
Decided cases of paid news

Once the cases are decided as paid news, the
print media cases should be sent to SEC for
referring it to PCI for action against the
concerned Media House.
 Paid News cases related to electronic media are
to be referred by the Commission to National
Broadcasters Association for consideration by
National Broadcasting Standards Authority
(NBSA).
Some Illustrations

Identical articles with photographs and
headlines appearing in competing publications
carrying by-lines of different authors around the
same time.
 On the same page of specific newspapers,
articles praising competing candidates claiming
that both are likely to win the same elections.
 News item stating that one candidate is getting
the support of each and every section of society
and that he would win elections from the
constituency.
Illustrations-more

News items favouring a candidate, not carrying any
byline.

Newspaper publishing a banner headline stating that a
party/candidate is ready to create history in the
state/constituency but not carrying any news item related
to this headline.

News item saying that the good work done by a
Party/Candidate had marginalised the electoral prospects
of the other party/candidate in the state with each and
every sentence of the news item in favour of the
party/candidate.
Illustrations - more

There are instances of fixed size news items, each say
of a length of 125-150 words with a double-column
photo. The fixed size news items hid more than they
revealed. News items are seldom written in such a rigid
format and size whereas advertisements are most often.
 In specific newspapers, multiple font types and multiple
drop case styles were noticed within the same page of a
single newspaper. This happened because just about
everything – the layouts, fonts, printouts, photographs –
was provided by candidates who had paid for slots in
the pages of the newspaper.
Considerations

PCI has not provided any conclusive criteria to adjudge
Paid News

The illustrations and decided case examples of Paid News
are for guidance of MCMC. These are not exhaustive.

Application of mind by MCMC is the key. Hence,
decisions should always be by the committee and not by
individuals.

PCI has expressed inability to nominate members to
district committees. Nominations by DEOs should be
judicious.
Status
Status of Paid News Cases during General Election of Bihar-2010
SI No.
1.
Name of State/UT
Bihar

No. of Paid News Cases
15
Status of Paid News Cases during Assembly General Election in 2011
SI No.
1.
2.
3.
4.
5.
Name of State/UT No. of cases, in which
notices to the candidate
issued
Kerala
65
Puducherry
3
Assam
42
West Bengal
15
Tamil Nadu*
11
No. of confirmed
cases of Paid
News
65
3
27
8
22
Status of Paid News Cases during Assembly General Election in 2012
SI No. Name of State/UT

1.
2.
3.
4.
5.
6.
7.
Uttar Pradesh
Uttarakhand
Punjab*
Goa*
Manipur
Gujarat
Himachal Pradesh
No. of cases, in which
notices to the candidate
issued
97
60
339
63
Nil
495
190
No. of confirmed
cases of Paid News
97
30
523
9
Nil
414
104
*Certain cases are still in process. Some are getting modified.
Status
Status of Paid News Cases during Assembly General Election in 2013
SI No.
Name of State/UT
No. of confirmed cases of
Paid News
Tripura
No. of cases, in
which notices to
the candidate
issued
No
1.
2.
3.
Meghalaya
Nagaland
No
No
No
No
4.
Karnataka
93
93
5.
Madhya Pradesh
279
165
6.
Delhi
80
25
7.
Chhattisgarh
35
32
8.
Rajasthan
110
81
9.
Mizoram
0
0
No
*Certain cases are still in process. Some are getting modified.
Challenges

There is circumstantial evidence, but little proof.
Establishing transaction of cash or kind is indeed
not very easy, as it is usually done without any
record and promptly denied by both sides, when
enquired.

Media violations, surrogate advertisement and
unreported advertisements are often mistaken as
Paid News by MCMC. A suspect case of Paid News
only begins from a news item.

Timelines are quite tight. However if these are not
maintained, it is not possible to account expenditure
on Paid News in a particular election process.
Way ahead

The Commission considers self regulation by
political parties, candidates and media houses
as one of the main solution to this malaise.

The enforcement needs to be more
streamlined and the instructions would require
higher clarity.

As the Commission’s intention is more
preventive rather than punitive, it is
undertaking educational campaign on Paid
News involving political parties, media houses
and other stakeholders.
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