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Google enhances political ad transparency in advance of EU elections

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By John Glenday | Reporter

November 22, 2018 | 2 min read

Alphabet-owned Google has confirmed that it will increase the transparency of political adverts in time for upcoming elections to the European Parliament as the digital giant seeks to mend fences with politicians on the other side of the Atlantic.

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Google enhances political ad transparency in advance of EU elections

A new policy will be introduced requiring political advertisers to file an application for pre-vetting before they may book a political ad, minimising the risk of external states and actors being allowed to maliciously influence results.

The measures follow a September pronouncement from the European Commission that it had secured concessions from Facebook and Google to agree to a new code of conduct governing the dissemination of fake news.

Google also agreed to publish an EU transparency report and a searchable ad library which together detail precisely who is purchasing election ads, the price paid and the specific demographic being targeted.

The European Parliament has itself faced embarrassment after being forced to ditch its own 'Islamophobic' election advert.

In the UK Facebook political ads now carry a disclaimer amid calls for tighter regulation.

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