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

m.palese

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

What new challenges does the changing nature of campaigning pose for referendum regulation?

me-2015-large-e1485255919145.jpg jess-sargeant-resizedEarlier this year, the Constitution Unit established an Independent Commission on Referendums to review the role of referendums in British democracy – whose work will be discussed at a public seminar next week. In this blogpost, Alan Renwick and Jess Sargeant examine some of the difficult questions the commission will have to consider. Their focus is on the way in which political campaigning has changed since 2000, when the current legislation regulating referendums was enacted.  

The UK’s current legislation regulating the conduct of referendums – the Political Parties, Elections and Referendums Act (PPERA) 2000 – was designed and introduced almost two decades ago. Since then, technological innovations have led to new ways of campaigning and communicating. These changes create new challenges for referendums regulation. While most of these challenges are not unique to referendums – they apply equally to elections – one key task of the Independent Commission on Referendums is to assess how well the existing rules work in the context of new digital developments and to consider solutions to some of the problems posed by the modern world. This blog post explores just some of those challenges.

Financial regulation doesn’t reflect the modern world

Increasingly, political campaigners are using social media to communicate with voters. We know this because we can observe political adverts on Facebook, Twitter, and even Instagram during elections and referendum campaigns. However, we have very little information about how much money they are spending to do so. This is because financial regulation of political campaigns, first designed in 2000, has yet to be updated to reflect the nature of campaigning in the modern world.

Registered referendum campaign groups are required to submit returns of referendum expenses. The purpose of these transparency requirements is to allow campaign spending to be scrutinised by both the Electoral Commission and the public. Financial transparency requirements apply equally to expenses incurred for online and for offline campaigning. However, how this is reported makes scrutiny of online spending difficult. There is no separate category for spending on social media: such spending is reported as either ‘advertising’ or ‘unsolicited material sent to voters’. Furthermore, within this category it is only identifiable if spent directly with the platform, such as Facebook, Twitter, or YouTube. Spending through agencies remains opaque, with no breakdown of how money is used. In this area, it could be argued that transparency requirements are rendered meaningless.

Continue reading