Monitoring digital election campaigns: Assessing the transparency ecosystem in the United Kingdom

Abstract

Digital election campaigning has undergone increased levels of scrutiny in recent years, with numerous calls for improved transparency. One key innovation has been the creation of online advertising archives offered by social media platforms such as Facebook, Google, and Snapchat. In this article, we compare what we know about digital campaigning in the United Kingdom from official election returns and Facebook and Google’s online advertising archives. We analyse whether both transparency sources provide agreed standards of completeness, consistency, accuracy, and accessibility. We find that – despite the United Kingdom having an effectively world-leading transparency regime – this is not the case. We therefore consider a number of potential reforms to increase knowledge of the workings of campaigns at the national level.