Online political adverts may need to carry labels showing who is behind the message under new rules to boost transparency
- Concern was raised over online campaign material during the 2016 Brexit vote
- Some of the material did not clearly identify the organisation behind the advert
- Constitution minister Chloe Smith said the new plans are a great ‘step forward’
- All online adverts will have to contain a digital imprint with the author’s details
Political campaigners posting online material will have to state clearly who they are under new government proposals.
Ministers have launched a consultation on plans to require political parties and other campaigners to display a ‘digital imprint’ – identifying who they are – when promoting content online.
The move comes after the Government promised to bring forward measures to ensure greater transparency in online campaigning in the Queen’s Speech last December.
The government is planning to clamp down on social media advertising during election campaigns by compelling parties and groups to include a digital imprint on their advert
It follows growing concern since the 2016 Brexit referendum about the use of online campaign material where the group or organisation behind it is not clearly identified.
Constitution Minister Chloe Smith said the latest proposals represent a ‘big step forward’, bringing the same level of transparency to online campaigning as to other regulated activity.
‘People want to engage with politics online. That’s where campaigners connect with voters and is why, ahead of elections, almost half of political advertising budgets are now spent on digital content and activity,’ she said.
‘But people want to know who is talking. Voters value transparency, so we must ensure that there are clear rules to help them see who is behind campaign content online.
Constitution Minister Chloe Smith said the latest proposals represent a ‘big step forward’, bringing the same level of transparency to online campaigning as to other regulated activity
‘The measures we have outlined today are a big step forward towards making UK politics even more transparent and would lead to one of the most comprehensive set of regulations operating in the world today.’
Under the proposals, online material will be required to carry a digital imprint in the same way that other materials such as leaflets and posters must show who is promoting them.
The regulations would cover material intended to achieve the electoral success of registered political parties and candidates, or the material relates to a referendum.
It would also cover content produced by registered political parties, registered third parties, political candidates, elected office holders and registered referendum campaigners – both paid-for and organic.
They will apply all the year round and not just during election or referendum campaign periods.
Ministers were said to have worked closely with social media platforms, the Electoral Commission, and devolved administrations to develop technical proposals to ensure the rules do not interfere with people’s ability to engage in democratic debate online.
They will only apply to unregistered campaigners if they are promoting paid-for content.
Officials said the measures would also help curb online intimidation of politicians and others in public life as campaigners will be able to be held accountable for the material they produce.
Digital imprints were a specific recommendation by the Committee on Standards in Public Life in its review into intimidation.