Before 2016, during the Brexit campaign, social media was flooded with posts and advertisements, each one more eye-catching than the last. Among these, the ‘Leave. EU’ campaign stood out, using messages that played on fears, hopes, and a sense of lost identity. By harnessing digital platforms, ‘Leave. EU’ targeted individuals with calculated, data-driven content that shaped their perceptions, manipulated opinions, and pushed voters toward supporting Brexit. This outcome highlights how technology can both influence and manipulate democracy, highlighting the critical need for regulations to govern its use in democratic processes.

The Dynamics of Digital Campaigning

The Brexit referendum serves as a potent reminder of how technology is increasingly shaping the democratic process. Digital platforms, once hailed as great equalisers that amplified previously unheard voices, have become a double-edged sword, now powerful tools that influence election outcomes.

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• Expenditure Trends: Digital campaigning has become central not only for national parties but also for regional ones. A significant portion of campaign budgets is now allocated to digital ads.
  • For example, the Bharatiya Janata Party (BJP) spent ₹7,800 lakh, or 52% of its total budget, on digital advertisements, while the Indian National Congress spent ₹4,900 lakh, or 55%. 
  • Traditional campaign methods like flags and billboards now account for only a minor part of their spending. 
  • Notably, the BJP spent over ₹116 crore on Google ads within just five months, reflecting the dominance of digital platforms in modern electoral strategies.
• Micro-Targeting: One of the most effective techniques in digital campaigning is micro-targeting, which involves tailoring ads for specific audiences. 
  • One of India’s leading political parties implemented a campaign strategy that targeted over 1,700 pin codes in a single advertisement, effectively reaching voters down to the panchayat level.
  • This precision allowed the party to tailor messages for specific demographics, languages, and regions, increasing the relevance and impact of its campaigns.
• Third-Party Campaigners: Another emerging trend is the role of third-party campaigners—groups or individuals not officially affiliated with any political party but actively promoting them. 
  • These campaigners often operate through quid pro quo arrangements with political parties. 
  • The nature of their campaigns tends to be more aggressive, sometimes exploiting sensitive issues like religion or caste, adding complexity to the already charged electoral environment.

Issues and Recommendations

• Regulation of Expenditure: The disparity in financial resources among political parties, particularly in digital advertising spending, creates an uneven playing field. Wealthier parties can afford more extensive digital campaigns, influencing elections disproportionately. 
  • To address this, implementing segmented caps on campaign expenditure would ensure balanced resource allocation across different campaign categories. Clear guidelines should be established to prevent financial dominance from distorting the democratic process.
• Transparency in Third-Party Campaigning: There is a lack of transparency regarding the role and funding of third-party campaigners who actively promote political parties. 
  • Strict expenditure reporting requirements for these entities are crucial to uncover any quid pro quo arrangements and ensure accountability.
  • An independent body should audit third-party campaigners’ activities and content after each election cycle. 
  • The current Media Certification and Monitoring Committee (MCMC) is insufficient, and reforms to strengthen this oversight mechanism are needed.
• Challenges of Platformization: The variation in content strategies across different digital platforms presents regulatory challenges. 
  • For instance, Google ads tend to avoid religion or caste-related content, while on platforms like Meta (Facebook) inflammatory or derogatory content can sometimes be seen. 
  • A harmonised regulatory framework is required to enforce consistent standards of accountability across all digital platforms, ensuring ethical content and advertising practices.

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Conclusion

In the digital age, the dynamics of political engagement have evolved, yet regulatory frameworks in the rulebook remain outdated, creating gaps that undermine fair practices. To address these challenges, there is an urgent need for updated regulations that reflect the realities of digital campaigning and ensure a level playing field in the democratic process.

Note: International Day of Democracy is celebrated globally on September 15 every year.

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