Proposed Bill Would Ban Microtargeting of Political Advertisements

An anonymous reader quotes a report from Ars Technica: Internet-based advertising has been a boon for both political campaigns and disinformation campaigns, which love to take advantage of the ability to slice and dice the electorate into incredibly tiny and carefully targeted segments for their messaging. These ads — which may or may not be truthful and are designed to play very specifically on tiny groups — are incredibly difficult for regulators, researchers, and anyone else not in the targeted group to see, identify, analyze, and rebut. Google prohibits this kind of microtargeting for political ads, while Twitter tries not to allow any political advertising. Facebook, on the other hand, is happy to let politicians lie in their ads and continue microtargeting on its platform. Members of Congress have challenged Facebook and its CEO to explain this stance in the face of rampant disinformation campaigns, but to no avail.

Lawmakers now want to go further and make this kind of microtargeting for political advertising against the law. Rep. Anna Eshoo (D-Calif.) today introduced a bill (PDF) that would amend federal election law to do just that. The proposed Banning Microtargeted Political Ads Act would do exactly what it says. Platforms and campaigns covered by the law, and their agents, would be prohibited from targeting “the dissemination of a political advertisement” to “an individual or specific group of individuals on any basis.” The text includes a few exceptions. For example, geographic targeting — aiming for people in a certain region, instead of matching a certain demographic profile — would be fair game. But the proposed bill also includes a loophole you could fit the White House through: anyone who has provided “express affirmative consent” to receive microtargeted political advertising would be subject to it. In other words, anyone who ticks off a check box somewhere without actually reading the terms and conditions — which is everyone — could find themselves added to an “opt in” list.