Recent data shows that political organisations and candidates in Ireland significantly increased their spending on online ads leading up to the conclusion of campaigns. Meta, which runs Facebook and Instagram, saw a surge in ad spending by parties like Sinn Féin and Fianna Fáil. Google also experienced a significant increase in ad spending, with Sinn Féin leading the way.
Research by Who Targets Me revealed that Sinn Féin was the biggest spender on both Meta and Google platforms, followed by Fianna Fáil and Fine Gael. The spending patterns varied, with some parties doubling their rates in the final days of campaigning.
However, concerns were raised about the transparency of online political ads, with instances of false information being spread on platforms like TikTok. There were also discrepancies in ad listings, highlighting the need for more oversight and regulation in online political advertising.
Transparency advocate Liz Carolan emphasized the importance of tracking online ad spending to ensure accountability and prevent misinformation. As digital campaigning continues to evolve, it becomes crucial for platforms to implement stricter guidelines to maintain the integrity of political discourse.