Technology giant Google has announced a significant change to its advertising policies in Brazil. Starting in May 2024, the company will no longer allow political ads to be served via Google Ads, affecting all of its platforms, including YouTube and search results. This decision aligns with the new electoral resolutions that will come into force in preparation for the elections of the same year.
Why is Google changing its political ad policies?
According to the company, this update aims to support the integrity of elections in Brazil, ensuring that misinformation or maliciously manipulated content does not harm the electoral process. The Superior Electoral Court (TSE) recently approved a resolution that requires the creation of advertising libraries for electoral political content, which implies stricter control over the type of content that can be promoted during the electoral period.
What are the implications of this new policy for Brazilian elections?
With the entry into force of this policy, the expectation is that there will be a significant reduction in advertisements with political content distributed during the electoral period. This not only changes the way campaigns will be run, but also emphasizes the responsibility of digital platforms to maintain integrity and truth during elections.
Context and Details of the TSE Resolution
The TSE resolution that motivated such a change by Google includes several important provisions. Among them is the prohibition of broadcasting content that is demonstrably false or seriously out of context. Furthermore, if content is promoted irregularly, the Electoral Court may require platforms to publish, free of charge, clarifying content along the same lines as the advertisement initially promoted.
How does this change affect transparency and oversight during elections?
Although Google has already implemented a transparency report for political ads in several regions, including Brazil since 2022, the new TSE resolution expands the requirements for monitoring these ads. Now, companies that offer political content boosting services must maintain a detailed repository that allows real-time tracking of ads, including information about funding, audience, and more. This requirement aims to improve oversight and ensure that voters receive accurate and verifiable information.
Frequently Asked Questions about Google’s New Ads Policy
- What changes with Google’s new political ads policy? Political ads will no longer be allowed on platforms, Google in Brazil from May 2024.
- What is the objective of these changes? The changes aim to guarantee the integrity of electoral processes, preventing the spread of misinformation.
- How will candidates be affected? Candidates and parties will need to look for alternatives for publicizing their campaigns on the internet.
- Will there be increased monitoring of advertisements? Yes, the resolution requires ads to be monitored more closely, with repositories accessible for real-time verification.
By promoting these changes, Google aligns itself with Brazil’s electoral regulations, placing a new milestone in the relationship between technology and politics. This initiative is seen as a crucial step towards conducting fairer and more transparent elections.
