Challenges Regulating Political Ads on Social Media

Challenges Regulating Political Ads on Social Media

Following the 2016 presidential election, the general population became aware of the significant impact and transformative nature of political advertising on social media. With the advent of the digital age, political campaigns are increasingly utilizing social media to communicate with and influence individuals. Although this transformation has made it possible to engage in political conversation and involvement through new channels, it has also made it significantly more difficult to regulate political advertisements on social media platforms. The dynamic character of these platforms, the volume of content, and the dynamic nature of political communication all create an atmosphere that is difficult to regulate effectively.  

One of the obstacles to regulation of political ads is the nature of social media platforms that allows every user to be able to create and disseminate content. It has been proven that many political advertisements on social media do not originate from any candidates. Other people ca create ads and run them with pretense of being the known candidate. For instance, the investigation by the Senate Select Intelligence Committee revealed that the Russian government allocated approximately $100,000 for Facebook advertisements with the intention of meddling in the U.S. presidential election. Although the financial investment in these commercials may appear insignificant compared to the expense of a television campaign, their impact was heightened by their intentional goal of provoking debate on divisive topics such as gun control and race relations. Furthermore, these advertisements were specifically aimed at individuals who are especially susceptible to such topics. 

Our society is grappling with the consequences of these disclosures and endeavoring to ascertain the requisite legislation, if any, that should be imposed on social media platforms about political advertising. In November 2019, Facebook sparked further debate by declining to remove a deceptive anti-Biden advertisement circulated by President Donald Trump's campaign for reelection. With the upcoming 2020 election, it is crucial to examine the laws being implemented by social media platforms concerning political advertisements and their potential impact on our democratic process. 

Another significant obstacle that stand in the way of regulating political marketing through social media is the problem of the transmission of incorrect information and news production. It is difficult to rapidly assess the legality of political advertisements on social media platforms because of the rapid distribution of information on these platforms, in contrast to traditional communication channels. The internet makes it possible for misleading information to spread rapidly, which can influence public opinion before fact-checkers can correct and rectify their errors.   Because of this issue, there is a pressing need for solutions to swiftly identify and eliminate deceptive political advertisements without restricting the right to expressive freedom.

Moreover, the challenging guarantee that everything is transparent and truthful. As a result of the fact that advertisements on social media platforms can frequently target particular groups with highly focused messaging, it is difficult for the general public to track the sources of political information and the path it takes to spread. There is a lack of transparency regarding the funding and sponsorship of political advertisements, which undermines the democratic ideal of an educated voter.   For these advertisements to be successfully regulated, it is essential to address the lack of transparency regarding the funding of political advertisements and educate voters about the organizations responsible for the messages they see on social media.

The global reach of social media platforms is another factor that makes it difficult for regulatory attempts to be successful. Electoral campaigns for political office can cross international borders, which makes it highly challenging for national governments to implement laws efficiently. When it comes to the standardization of global regulations, creating harmony among many countries with various political and legal systems is a difficult and impossible task.   In regulating political advertisements on global social media platforms, one of the most fundamental challenges is to find a medium ground between defending democratic processes and respecting the sovereignty of different states.

Additionally, the algorithms that determine what is published on social media platforms make it extremely difficult to exercise control over political advertisements. The promotion of content that is contentious or provocative is frequently a result of the efforts that these algorithms make to maximize active participation from users. This may further polarize public opinion and increase the likelihood that controversial themes will be disseminated through political advertising. To complete the difficult task of striking a balance between algorithmic optimization and ensuring proper political discourse, social media platforms, the government, and civil society need to work together consistently.

In conclusion, to effectively address the complex issue of social media regulation of political advertisements, a strategy that is both intelligent and flexible is required. When sustaining the credibility of democratic processes in the digital era, addressing concerns such as the spread of misinformation, the absence of transparency, the absence of international cooperation, and the influence of algorithms is necessary. Regulatory frameworks must evolve in tandem with technological advancements to cultivate a responsible and dynamic environment.   Through collaborative efforts on significant initiatives, societies can overcome these problems and make social media platforms useful for democratic discourse. This is the only way to accomplish this.