Press Council urges print media to follow exit poll rules ahead of state polls

NEW DELHI: With several states preparing to head to the polls, India’s media watchdog is ensuring the fourth estate stays on the straight and narrow. The Press Council of India has issued a fresh advisory to the print media, urging reporters to stick to the script of objective journalism as voters in Assam, Kerala, Tamil Nadu, West Bengal, and Puducherry prepare to cast their ballots.

The council is reminding editors that the freedom of the press is a two-way street that requires a healthy dose of responsibility. To keep the democratic gears turning smoothly, the Press Council of India (PCI) wants newspapers to ditch the “unhealthy” campaigns and exaggerated tales that often crop up during the heat of a race. Instead, the focus should remain on providing fair reports about the candidates without letting a few high-profile names hog all the headlines.

One of the biggest red flags in the new advisory is the paid news phenomenon. The council defines this as any analysis or news appearing for a price, whether that is cold hard cash or a favour in kind. To spot these advertorials in disguise, the watchdog suggests looking for tell-tale signs: identical reports appearing verbatim in competing papers or news items that suddenly shower a candidate with every virtue known to man.

Religion and caste are also off-limits for campaign trail rhetoric. The guidelines strictly forbid any reporting that might stir up enmity or hatred between different communities. Reporters are also being told to steer clear of unverified allegations and to politely decline any hospitality or financial inducements offered by those looking for a favourable slant.

While newspapers are still free to make an honest assessment of who might win, they must ensure their predictions are based on verified surveys rather than just a gut feeling or a hidden payment. The goal is to ensure that the electorate receives the facts they need to make an informed choice, rather than a polished PR pitch disguised as a front-page story.