Meta’s own ban on political advertising “is not working”

Researchers at the University of Amsterdam say hundreds of political ads have appeared on the platforms since the start of the year despite the platforms’ own rules.

The researchers manually analysed around 7,000 paid Dutch-language advertisements that appeared on Instagram and Facebook since January 1. More than 500 of those ads were placed by political parties or local election candidates, and many remained online for almost a week.

“The supervision of Meta’s own rules is clearly not working properly,” said UvA researcher Fabio Votta. “Accounts can identify themselves as political parties, so it should be obvious to Meta when they place political advertisements.”

Meta introduced the ban last year after new EU rules came into effect and aimed at increasing transparency around political advertising and preventing foreign interference in elections. Platforms must reveal who pays for political ads and which audiences they target.

Meta argued the new regulations were “unworkable” and responded by banning all advertising related to politics, elections and social issues in the EU.

Meta said in response that advertising about “social issues, elections and politics in the EU” is against its policy and that it is investigating the findings. “Protecting the integrity of elections is a priority for us,” a spokesperson said, adding that action has already been taken against some ads that violated the rules.

The researchers expect the number of political advertisements to rise in the coming weeks as election day approaches.