“A dangerous imbalance”
For committed, this is no doubt, this prohibition may promote extremes. The French -speaking political party which invests the most advertising on social networks (around 760,000 euros in 2024, according to Adlens) therefore sees this announcement with a bad eye. “”By saying ‘neutralize’ political advertising, Meta claims to create equality. In reality, he organizes a dangerous imbalance“Explains the party. A reproach often made the social networks algorithms, accused of highlighting polarizing, even extreme content.”We know that viral content, those that algorithm flatters by putting them excessively forward, are populist and sulfurous content. We can therefore, rightly think that extreme parties will be overexposed on social networks.“The commitments assure him, they will not play the card of”algorithmic cynicism“, even if it means being less exposed.”If Meta makes the campaigns invisible for those who respect the rules, then these are no longer the rules of the game, but the rules of the arbitrariness“Concludes the party.
In Wallonia, the rules for political advertising are more flexible in the communes than for the government
An important evolution
The Socialist Party, a second French -speaking party in terms of advertising expenditure on social networks (around 680,000 euros in 2024 according to Adlenns), says it takes note of this ban. “”It is an important evolution but not an upheaval“, Specifies the party which explains to focus rather on the means of communication”authentic“. “Online advertising is not our model. We favor direct contact, in the field, although in recent months we have used social networks to amplify, in a targeted manner, certain campaigns and make the voice of our candidates and activists heard“, explains the PS. As for the future, the party says that it will remain vigilant and that it will adapt to”Game rules“, without feeling in danger.”Where others rely on massive digital campaigns will most certainly be put in difficulty, we are betting on listening, dialogue, presence.“
What strategy for parties on social networks? PTB and PS explode their expenses, the MR puts the package on the Georges-Louis Bouchez brand
Too restrictive European regulation?
If Meta has decided to ban political advertising on its networks, it is because of the new regulations of the European Union, judged “impracticable“By the American giant. For Georges-Louis Bouchez, president of the MR, the third French-speaking party who invested the most in advertising on social networks in 2024 (around 470,000 euros, according to Adlens), Europe is in question.”The European regulation is far too restrictive, Europe has done anything“, he castigates. For him, prohibiting political advertising is”undemocratic“. “This makes it possible to bring new elements in public debate, its prohibition will not help the fight against extremes“, Liberal deplores. He also wonders about how Meta will define what is political advertising or not.”The associative world also makes politics. It is not partisan policy but it is politics in the primary sense of the term“, Comments Georges-Louis Bouchez. But he is confident, that will not affect the popularity of his party.”There is no fear for the already known personalities, but that could prejudiculate the new heads which must go and seek notoriety“, He concludes.
Belgian political parties have already spent 4.9 million euros in online advertising in 2023
“Good news for democracy”
For its part, Ecolo sees it as a rather positive decision. “This is good news for democracy”comments Marie Lecocq, co -president of Écolo. “”This will prevent public money from being used to remunerate an American giant“, She adds.
Same story on the side of Défi. “”This will bring more equity in the political debate“, estimates Sophie Rohonyi, president of Défi.”It is not normal to win elections because we have been the most spending and the most touting“, she deplores, even if she regrets Meta’s refusal to comply with the new European rules.
Contacted, the PTB did not follow up on our requests.
Prohibition of political advertising on Facebook: “This could push political actors to tend towards more provocative content”