Google to help EC track online political ads

Note4Students

Mains Paper 2: Governance | Important aspects of governance, transparency and accountability, e-governance- applications, models, successes, limitations, and potential

From UPSC perspective, the following things are important:

Prelims level: ECI mechanisms to monitor election expenditure.

Mains level: Bringing transparency in the process of election campaigning and expenditure.


News

Eye on Online Ads

  1. Google will soon be helping the Election Commission (EC) keep tabs on online political advertising.
  2. It will develop a mechanism that will not only ensure pre-certification of political advertisements but also enable it to share with the authority, details about the expenditure incurred on its platforms.
  3. A committee has been set up to explore possible modifications in Section 126 (election silence) and other provisions of the Representation of the People Act, 1951 in view of the expansion and diversity of media platforms.

Keeping an eye on Election Expenditures

  1. Google will keep track of political advertisements and ensure that they are pre-certified by the EC’s Media Certification and Monitoring Committees.
  2. This would entail Google asking prospective clients, whenever an order is placed, whether they have been pre-certified.
  3. Google has also assured that it would set up a mechanism for sharing information on the cost of the political advertisements.
  4. The ECI is the nodal body for pre-certification of advertisements of a political nature, released by either an individual or an organisation.
  5. This would be of use to Returning Officers when it comes to calculating the election expenditure of individual candidates.

Present Mechanism

  1. The ECI asks the candidates to declare their official social media accounts.
  2. As soon as someone is declared a candidate for any election, all the money spent by the person for campaigning gets added as election expenditure.

Facebook tools

  1. The EC’s committee has agreed with Facebook to develop tools for removing any content related to election matters during the 48-hour period when the ‘prohibition protocol’ is in place.
  2. It is working on ways to check fake news and share details of expenditure on poll-related advertisements.
  3. During the Karnataka Assembly polls, Facebook tied up with the Indian fact-checking agency, Boom Live, which confirmed over 50 cases of fake news.
Electoral Reforms In India
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