Political Advertising: Facebook and Twitter Google Chooses the 3rd Way

Google amended its Policy Advertising Policy, adopting a middle position between Twitter’s decision to ban them and Facebook’s decision to allow them all.

Until then, a party or a candidate had the opportunity to direct their advertising messages with great precision, to obtain maximum impact.

Who  could take advantage of Google’s data to select the recipients of campaign messages.

Choose, for example, the niche of 40-year-old women listening to classical music, or that of young techno fans, or singles interested in ecology or the opposite.

All this based on the traces left by users on the search engines. What will change is the targeting of political ads.

The new rules

From now on, the only criteria retained will be the age, the kind and the place of residence. The US giant is trying to defuse criticism of its role in the spread of infox threatening the good conduct of elections.

This is a restriction that will not, however, prevent policies from going fishing for voters on Google platforms.

As for the circulation of false advertisements, the American company avoids getting involved, except in particularly flagrant cases; a candidate should not be able to mislead voters on election day for example.

Google also promises more transparency on the financing of political ads, but there is no independent body to ensure that the technology giant meets its commitments, any more than Facebook or Twitter.