Google will restrict the targeting of campaign ads

Illustration, Photo: Shutterstock

Google has decided that it will no longer provide advertisers with the opportunity to target specific audiences with pre-election ads using data from the voter list and their general political affiliation, it was published on the blog of Alphabet Inc., the parent company of Google.

The decision was made at a time when social networks are under pressure due to political advertising ahead of the US presidential elections in 2020.

It will limit audience targeting with campaign ads

Facebook, for example, has been criticized by lawmakers and regulators for its decision not to verify the veracity of ads posted by politicians on its platform, while Twitter has decided to ban political ads.

Google announced on Wednesday that it will start limiting the targeting of the audience with pre-election advertisements when it comes to their age, gender and location based on the postal code, Hina reports.

Verified political advertisers were able to customize their ads earlier using data on the political affiliation of voters, ie whether they were left- or right-wing or independent.

Google points out that political advertisers can still use contextual targeting of audiences, such as posting ads for people who are reading a particular story or watching a particular video.

The new approach will start to be applied in the United Kingdom in a week, before the early parliamentary elections on December 12.

In the EU in force until the end of the year

It will enter into force in the European Union by the end of the year, and in the rest of the world on January 6, 2020.

“Given the recent concerns and debates about political advertising, as well as the importance of trust in the democratic process, we want to improve voter confidence in the political ads they can see on our advertising platforms,” ​​Scott Spencer, vice president of product, explained on the blog. Google Ads management.

Google also says that it will not allow the publication of false information about the election results and eligibility for the elections of political candidates, as well as falsifications and manipulation of media content.