Tag Archives: microtargeting

The rules of the election campaign: problems and potential solutions

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alan.jfif (1)The election campaign that concluded last week was often a depressing sight for democrats, with rampant misinformation and occasional threats against institutions that try to foster better debate. In this post Alan Renwick identifies key problems and assesses four possible solutions. Given the prevailing political environment, he concludes, a concerted effort from parliamentarians, broadcasters, and others will be needed to carry the case for positive reforms forward. 

Electoral law in the UK urgently requires reform. This has been the unanimous conclusion of a slew of recent reports from respected organisations – including the Electoral Commission, Association of Electoral Administrators, and the Digital, Culture, Media and Sport and Public Administration and Constitutional Affairs committees in the House of Commons. Michela Palese and I also argued the case in a report earlier this year. Many aspects need attention. Some are drily technical: our complex and often opaque election rules badly need basic consolidation, simplification, and clarification. Others get to the heart of the kind of democracy we want to live in. Campaigning has been transformed by the digital communications revolution, but the rules have utterly failed to catch up.

This post focuses on campaign conduct. It begins by briefly reviewing problems during the 2019 election before focusing on four possible solutions. Finally, it considers the prospects for serious reform.

The conduct of the campaign

The shift to online campaigning continued apace. According to Facebook’s data, the three main parties’ central organisations alone spent £3.5 million on advertising on the site in the 12 months preceding the election, the great bulk of it coming during the campaign period. Each party posted thousands of separate ads, often targeted at very small numbers of voters. Local parties and other campaign groups also weighed in strongly. It will take considerable time for detailed analysis of all this material to be completed.

Misinformation was rampant throughout the campaign, from all sides. Boris Johnson’s core promise to ‘get Brexit done’ by 31 January 2020 was well known to be a gross simplification, while Conservative promises on new hospitals and extra nurses were found wanting. So were Labour’s claims that 95% of people would pay no extra tax under its plans and that the average family would save over £6,000. The Liberal Democrats were criticised most for misleading bar charts and sometimes manifestly false claims about their own electoral prospects.  Continue reading →

Is there an app for that? Voter information in the event of a snap election

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juxZ1M58_400x400.jpg.pngDigital technology has transformed the way we access information and interact with services. Democratic services have not kept up, risking a situation where democracy is seen as out of date. Joe Mitchell argues that it’s time to dream big: the UK has an opportunity to create a new digital-first office of civic education and democratic information, to restore trust and grow public understanding of our democracy.

What’s the biggest threat to democracy in the UK? Interference by foreign powers? Disinformation? Fake news? Micro-targeting of voters on social media? Or is it more simple than that? Is itt is just that engaging in the democratic process no longer fits with people’s lives? 

Digital technology has transformed the way we live. It has changed our expectations of how we access information, how we communicate, how we bank, shop or access government services. It should not surprise us then, to learn that people expect to access information on the democratic process digitally. For example, Google News Trends published the top ten searches on Google UK on the day of the 2015 general election; these all related to the election. The most popular question was ‘who should I vote for’ — a genuinely complex question, but the following searches were straightforward: variations on the theme of ‘who are the candidates’ and ‘where do I vote’. 

Worryingly, the democratic process has been left behind by digital transformation. A gulf has emerged between the way we live our lives now and the way we participate in democracy: it can feel like something from a bygone age. Notices of elections are posted to a noticeboard in front of a council building and (not even in all cases) uploaded as a PDF to a webpage buried in a council website somewhere. While the digital register-to-vote service is welcome, no state institution has taken responsibility for meeting the digital demand for even the most basic information: when are elections happening, who is standing, what was the result? How to vote is covered by the Electoral Commission’s website, but with research on voter ID showing that only 8% of voters know the voting rules, clearly not enough is being done.  Continue reading →

What would be the rules for a second Brexit referendum?

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jess_sargent.000alan_renwick.000download.001This week’s Labour Party conference leaves a further Brexit referendum firmly on the political agenda. In the sixth of a series of posts on the mechanics of such a vote, Jess Sargeant, Alan Renwick, and Meg Russell examine what rules and regulations should govern the referendum process, arguing that important changes are needed to facilitate a fair and transparent campaign.

If  a further referendum on Brexit is held, the rules governing how it is conducted would be of utmost importance. The UK’s standing legislation on referendums – the Political Parties, Elections and Referendums Act (PPERA) 2000 – is both incomplete and in some respects out of date. As explained in a previous post, a new referendum would require fresh legislation. This therefore needs to fill in the gaps and update the rules to reflect the realities of modern campaigning. The natural starting point would be the legislation that paved the way for the 2016 referendum – the European Union Referendum Act 2015. But even that has deficiencies. This post examines key points that new referendum legislation would need to address. It also considers non-legislative changes that could improve the referendum campaign.

The franchise: who should be able to vote in a further referendum?

The franchise for referendums in the UK is not specified in PPERA, so would need to be defined in the legislation for a further Brexit referendum. The 2016 referendum franchise included all those eligible to vote in UK parliamentary elections, plus members of the House of Lords and EU citizens resident in Gibraltar. Some proponents of a second referendum argue this should be extended to 16- and 17-year-olds and EU citizens resident in the UK.

There are good arguments for extending the franchise, and precedent for doing so: 16- and 17-year-olds and EU citizens resident in Scotland could vote in the 2014 Scottish independence referendum. But – despite attempts to change this in parliament – the 2016 EU referendum legislation did not extend the right to vote to these groups, and consistency matters. If it appeared that the result of the 2016 referendum had been overturned because the franchise had been changed, many Leave supporters would view this outcome as illegitimate. As such, the franchise for any further referendum should be the same as for the 2016 vote.

How might referendum regulation be improved?

The referendum regulations in PPERA have not been substantively amended since they were introduced 2000. Since then, five referendums have been held, and the nature of communication and campaigning has changed significantly. Continue reading →

The future of referendums: what role should they play and how should they be conducted?

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me-2015-large-e1485255919145.jpgTwo decades have passed since there was last a serious consideration of how the UK uses referendums. For this reason, the Constitution Unit established the Independent Commission on Referendums to examine whether and how the way in which referendums are regulated in the UK should be changed. Ahead of a public event in Edinburgh, the Commission’s research director, Dr. Alan Renwick, explains its terms of reference. 

The referendum is now entrenched as a part of the UK’s political system. The principle that a referendum is needed before some fundamental constitutional changes – notably in relation to sovereignty – are made has become well established. It seems likely that politicians will continue from time to time to find it useful to manage conflicts by proposing to put certain decisions to the people.

Yet, crucially important though referendums are, there has been little concerted thinking of late about how they should be conducted. Two inquiries carried out in the 1990s – by the UCL Constitution Unit’s Nairne Commission and by the Committee on Standards in Public Life – led to the creation of some basic rules, laid down in the Political Parties, Elections and Referendums Act 2000. But these rules were always incomplete: for example, they say nothing about who is entitled to vote in a referendum. They are also now two decades old. Much has changed in the intervening years – not least through the rise of the internet and social media. Four major referendums have also been held in that period – on Welsh devolution (2011), the Westminster voting system (2011), Scottish independence (2014), and EU membership (2016) – from which lessons can be learned. Many observers have been dismayed by the conduct of those referendums, whether they agreed with the results or not. A careful review of whether we could do better is therefore overdue.

That is the task of the Independent Commission on Referendums, established by the Constitution Unit last autumn to examine the role and conduct of referendums in the UK and consider what changes might be desirable. Comprising twelve eminent individuals with diverse perspectives on referendums, including current and former parliamentarians, journalists, regulators, and academics, the Commission is due to report this summer. It is keen to hear as many views as possible, it is holding seminars in all of the UK’s capital cities. The Edinburgh seminar is the next in this series, co-hosted with the Royal Society of Edinburgh next Monday. Continue reading →

Digital Communication and Elections: Online targeting of voters on social media

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In recent elections and in the EU referendum, concerns have been raised about the online targeting of voters on social media and the use of voter data. At a Constitution Unit seminar, Dr Martin Moore spoke about the shifting nature of online campaigning and examined its impact on the regulatory and legal landscape in the UK. In this blog post, Michela Palese summarises what he said.

Election campaigns have shifted significantly online in recent years. This reflects trends in news and media consumption. Nowadays, around 90% of British adults are online and 84% use social media, with approximately 30 million Britons using Facebook on a regular basis. Furthermore, around three quarters of internet users get their news online and four in ten use social media for news. It is therefore unsurprising that campaigning has shifted to the digital world, given the ease with which voters can be reached in a direct and highly personalised way.

Funding has shifted to digital as well. Campaigners admit that digital is where elections can be won and lost, and this is proven by the successful use they have made of social media. For example, Dominic Cummings stated that the Vote Leave campaign spent around 98% of its budget on digital campaigning. Jim Messina, a former political advisor to Barack Obama and founder of consulting firm The Messina Group, claimed that Facebook was ‘the crucial weapon’ in the Conservative Party’s successful general election campaign in 2015. In the last general election, by contrast, the Labour Party invested significant effort in social media advertising, with its videos being viewed by around ten million internet users.  

At a Constitution Unit seminar, Dr Martin Moore, Director of the Centre for the Study of Media, Communication, and Power at King’s College London, argued that the changing nature of campaigning has highlighted some of the shortcomings in the UK’s regulatory and legal landscape. In particular, Moore noted the concerns which have been raised about the lack of fairness and openness in how campaigns are conducted online. Campaigners have, in fact, much more leeway in what they can do in the digital realm than on print or broadcast platforms. In 2017, both the Information Commissioner’s Office and the Electoral Commission opened investigations into how funds were spent during the EU referendum and into the manner in which voters were targeted on social media. Continue reading →