India's election rules are struggling to keep pace with evolving campaign tactics, particularly the rise of 'shadow campaigns' involving third-party actors like influencers and firms. While the Election Commission has issued directives requiring pre-certification of political ads and disclosure of social media expenditure, these measures primarily target parties and candidates. Recent notifications, though acknowledging a wider range of entities, remain limited to specific pre-poll windows and print media, overlooking the dominant influence of digital platforms and the broader ecosystem of electoral persuasion.