The Press Council of India (PCI) has issued an advisory to print media outlets, urging them to strictly adhere to established norms on poll reporting and avoid practices associated with paid news.
The council emphasized that newspapers and magazines must ensure fair, balanced, and accurate coverage of elections, without favoring any political party or candidate. It reminded editors that poll-related content should be clearly distinguished from advertisements.
PCI highlighted the issue of “paid news,” warning that publishing promotional content disguised as editorial material undermines journalistic integrity and misleads readers. The advisory called on media houses to maintain transparency and uphold ethical standards.
The council also stressed the importance of following guidelines on opinion polls and exit polls, noting that premature or misleading reporting can influence voter behavior and compromise the democratic process.
This directive comes ahead of the upcoming elections, as the PCI seeks to reinforce accountability in print journalism and safeguard public trust in the media.
