Photo: pirati.cz
STRASBOURG, 27 February 2024 - Voters will no longer be secretly manipulated by political advertising. New rules approved today by the European Parliament will ensure this. The new rules make it compulsory to label political advertising, including information on which elections or referendums it relates to. Marcel Kolaj, MEP and Quaestor of the European Parliament, who helped draft the legislation, said it was a step in the right direction. However, he believes the rules should be even stricter.
"Marketing has always played a big role in politics, but the tools have recently changed fundamentally. We see how some politicians, oligarchs and even the country's emperors are using the tools of the Internet to manipulate people. If we do not want our democracy to be decided by dubiously funded advertisements instead of opinions, we need clear, Europe-wide rules. The legislation we have adopted today is moving in a good direction. For example, it introduces mandatory labelling of political advertising, both online and offline.
This includes information on who paid for it, how much money they paid and what it covers. That is, whether it is an advertisement before a specific election or referendum, or whether it relates to the promotion of a specific law. In the Czech Republic, for example, labelling is now only compulsory in the run-up to elections and includes only a fraction of the information mentioned, which is simply not enough. There will also be a Europe-wide database of political advertising, so that everyone can see who is campaigning and for what," says Kolaja.
However, he also admits that he expected more from the legislation. In particular, stricter rules on so-called micro-targeting fell out of the legislation during negotiations with the nation states.
"We have seen from the example of the Cambridge Analytica case and its influence on the Brexit referendum or the US presidential election how dangerous a tool micro-targeting ads can be. That it can influence the overall direction of a country without exaggeration. For with its help, marketers can peer into the 'niter' of voters and exploit their hidden fears to manipulate them. As Pirates, we have therefore fought for targeted advertising to be able to use only a few predetermined categories.
And only if the user gives his/her explicit consent. Unfortunately, national governments have opposed this effort. Thus, the new rules only take partial steps, such as banning the use of micro-targeting to reach prospective first-time users. But this is not enough, and we will continue to fight for an end to so-called snooping advertising.," adds Kolaja.
The text on which MEPs voted today is the outcome of the trialogue. The legislation will enter into force a year and a half after final approval.
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