May2015 Authors

All posts by Amelia Tait

The 650 | 10th May 2017

Will ‘dark ads’ on Facebook really swing the 2017 general election?

Since the inauguration of Donald Trump, it has been widely understood that Facebook swayed the outcome of both the United States presidential election and the EU Referendum. Micro-targeted advertising on the site – which is used by political parties to serve highly specific adverts to highly specific groups – has revolutionised politics as we know it.

During the 2015 election, the Conservatives spent £1.2m on Facebook advertising, and this year, Labour plan to spend almost the same. Like broadsheets, billboards, and broadcasts before them, Facebook adverts are a powerful tool for spreading a message to the masses. Unlike broadsheets, billboards, and broadcasts, however, Facebook advertising is at present almost entirely unregulated, leading to wide speculation about what exactly is going on.

“It’s difficult to work out exactly what messages and facts campaigns and political parties are using to gain support,” says Louis Knight-Webb, a founder at “Who Targets Me”, a new plug-in that tracks how targeted adverts end up in your feed. Knight-Webb explains that Vote Leave claim to have spent 98 per cent of their advertising budget on digital adverts, but only those targeted can see the ads and therefore know where the money went. “It’s clear that more research needs to be done.”

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