Lack of standardization among platform political ad policies and products is causing problems for democracy
In the wake of the 2016 Brexit and U.S. presidential elections, the major platform companies including Facebook (and Instagram), Google (and YouTube), and Twitter implemented significant changes in the scope of the products and services they offer as well as their policies for working in institutional politics, especially in the context of digital political advertising. For example, all three companies rolled out verification processes for political advertisers and ad databases for the public. Facebook ended commissions on political ad sales and its “embed” program with campaigns. Google placed restrictions on political microtargeting and Twitter ended political advertising entirely and placed restrictions on what it has named “cause-based” advertising. This paper analyzes the policies and products of platform companies with respect to digital political advertising in the U.S. Our focus is on social media platforms (Facebook, Instagram, Twitter, Snapchat, Reddit, and YouTube) and the advertising capabilities that you can access through them, as well as Google search and the Google display
network.