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The regulation of online political micro-targeting in Europe

Author

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  • Dobber, Tom
  • Ó Fathaigh, Ronan
  • Zuiderveen Borgesius, Frederik J.

Abstract

In this paper, we examine how online political micro-targeting is regulated in Europe. While there are no specific rules on such micro-targeting, there are general rules that apply. We focus on three fields of law: data protection law, freedom of expression, and sector-specific rules for political advertising; for the latter we examine four countries. We argue that the rules in the General Data Protection Regulation (GDPR) are necessary, but not sufficient. We show that political advertising, including online political micro-targeting, is protected by the right to freedom of expression. That right is not absolute, however. From a European human rights perspective, it is possible for lawmakers to limit the possibilities for political advertising. Indeed, some countries ban TV advertising for political parties during elections.

Suggested Citation

  • Dobber, Tom & Ó Fathaigh, Ronan & Zuiderveen Borgesius, Frederik J., 2019. "The regulation of online political micro-targeting in Europe," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-20.
    • Handle: RePEc:zbw:iprjir:214099
    DOI: 10.14763/2019.4.1440
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    References listed on IDEAS

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    1. Leerssen, Paddy & Ausloos, Jef & Zarouali, Brahim & Helberger, Natali & de Vreese, Claes H., 2019. "Platform ad archives: promises and pitfalls," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-21.
    2. Kruschinski, Simon & Haller, André, 2017. "Restrictions on data-driven political micro-targeting in Germany," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 6(4), pages 1-23.
    3. Nickerson, David W. & Rogers, Todd, 2013. "Political Campaigns and Big Data," Working Paper Series rwp13-045, Harvard University, John F. Kennedy School of Government.
    4. Dobber, Tom & Trilling, Damian & Helberger, Natali & de Vreese, Claes H., 2017. "Two crates of beer and 40 pizzas: the adoption of innovative political behavioural targeting techniques," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 6(4), pages 1-25.
    5. Susser, Daniel & Roessler, Beate & Nissenbaum, Helen, 2019. "Technology, autonomy, and manipulation," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(2), pages 1-22.
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    Cited by:

    1. Iglesias Keller, Clara, 2021. "Don’t Shoot the Message: Regulating Disinformation Beyond Content," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 18(99), pages 486-515.
    2. A. Davola & I. Querci & S. Romani, 2023. "No Consumer Is an Island—Relational Disclosure as a Regulatory Strategy to Advance Consumer Protection Against Microtargeting," Journal of Consumer Policy, Springer, vol. 46(1), pages 1-25, March.

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