Meta, the company in charge of managing Facebook, Instagram and WhatsApp, announced this Thursday, March 19, the expansion of the policy of transparency in advertisements on social issues in Brazil, which is another measure of the platform for the 2022 elections in Brazil.
Profiles and pages wishing to advertise in the areas of civil and social rights, crime, weapons, economics, education, environmental policy, health care, political values and governance, immigration, security and foreign policy will need to go through an authorization process. and the posts will have a tag indicating who is paying for those ads. The measures will take effect in June.
On a global scale, this tool was already used in the elections in the Philippines, which took place in May this year. Photo: Reuters.
Labels have been used for political or election advertising since 2018 and became mandatory in 2020. Stadaoresource used by federal deputies e preliminary presidential candidates.
Any user can access the information in the ad library where the posts are stored. In this content, you can access data about the age group, gender and location of the audience.
“Greater transparency leads to more authentic interactions and more authentic advertising,” said Meta Strategic Response program manager Debs Delbart. “We understand that the more transparency on the platform, the more people will responsibly use our services, because the data will be available for everyone to review.”
When the measure goes into effect, any social, political, and election ads on Facebook and Instagram that don’t have any of the labels can be removed and stored in the ad library for seven years.
According to Debs Delbart, the list of social categories has not yet been disclosed to the Higher Electoral Court (TSE), and adds that the topics on the list may be adjusted as the election year progresses.
The platform will be assisted by artificial intelligence, a team from Brazil and an international group that regulates this content. Users can also file complaints. At the global level, Delbart reports, this tool has already been used in the Philippine elections, which were held in May this year in Mexico and Chile.
