Google is changing its rules on political advertising (in a good way) - The360 Technology

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  • Thursday, December 26, 2019

    Google is changing its rules on political advertising (in a good way)

    Google is changing its rules on political advertising (in a good way)

    The search engine will strengthen the control of political publications to prevent certain candidates or parties from sharing untruths. Google will also limit the advertising targeting proposed to advertisers.


    Social networks have recently taken a stand on political ads. Twitter has decided not to offer any publications sponsored by a party or a candidate, in order to avoid any fake news broadcast on its platform. Facebook, on the other hand, said it would not control any publication and let voters make their own opinion on the proposals, even if they are false and unfounded.

    Google offers a response from Normand to the question of political advertising

    Google has just announced its new rules on political advertising and the research giant will take an intermediate position. The company will continue to offer ads during the various elections, but announces a strengthening of its control measures.

    "Whether you're a legislative candidate or placing an ad for office furniture, we apply the same rules to everyone," said Scott Spencer, vice president of the advertising group in a statement.

    "It's against our policy that an advertiser makes a false claim, whether it's on the price of a chair or to say that you can vote by SMS, that polling day is postponed or that a candidate has died. He adds.

    New rules that only aim to limit the most visible abuses

    This does not mean that Google will analyze and control all messages offered by political parties. The search engine will only censor the most far-fetched or misleading propositions.

    "We recognize that robust political dialogue is an important part of democracy, and no one can reasonably rule on all political claims, counter-claims and insinuations," Spencer said.

    Google will also limit advertisers' targeting to age, gender, postal code, and specific points of interest, such as people who are interested in low-cost items. The US company will follow the findings of studies claiming that targeting too precise could encourage adherence to the messages of the most radical parties.

    Previously, advertisers could target their messages based on Google users' policy positioning.

    This new advertising policy will soon be implemented in the United Kingdom, ahead of the general election to be held on 12 December and to the rest of the European Union. The United States and the rest of the world will follow next January 6th.

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