YouTube runs misleading ads on India’s Lok Sabha elections risking integrity
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A joint investigation by digital rights organizations Global Witness and Access Now reveals concerning vulnerabilities in YouTube's advertising approval process ahead of India's 2024 general elections, indicating a failure to effectively combat misinformation campaigns that jeopardize the integrity of the electoral process.
With India boasting the largest YouTube audience globally, comprising a staggering 462 million users, the implications of unchecked misinformation on the platform are immense. The investigation found that YouTube cleared grossly misleading ads for publication, despite their content directly contravening the platform's stated policies on election misinformation.
Shockingly, all 48 ads submitted by investigators, which contained disinformation aimed at influencing voter turnout or preferences, were approved for publication by YouTube.
One particularly egregious example included an ad falsely claiming that all voters would receive mail-in ballots for the 2024 elections due to a purported increase in infectious diseases, thereby encouraging voters to stay home.
Additionally, ads suggesting that voters could cast their ballots by texting their preferences to a specific number were also given the green light for publication, despite being explicitly prohibited under YouTube's elections misinformation policy.
The investigation's findings raise serious questions about YouTube's ability to prevent the spread of deceitful ads and manipulation campaigns, particularly in the context of a major election season. Despite the platform's assurances to remove misinformation that suppresses voting, the approval of such misleading content underscores significant shortcomings in YouTube's moderation processes.
Furthermore, the investigation highlighted disparities in YouTube's enforcement of content moderation policies. While ads submitted ahead of the 2022 Brazil elections were approved for publication, those submitted ahead of the US midterm elections the same year were swiftly rejected, demonstrating inconsistency in the platform's approach.
In response to the investigation, Google, which owns YouTube, defended its actions, stating that none of the approved ads ever ran on their systems. However, this explanation fails to address the fundamental issue of how such misleading content passed through YouTube's approval process in the first place.
The report recommends a thorough evaluation of YouTube's advertising approval process and election-related policies, emphasizing the importance of consulting with stakeholders from civil society, journalism, and fact-checking organizations to address the identified gaps.
Moreover, the report calls for greater transparency and accountability, advocating for the inclusion of all advertisements in Google Ads Transparency Centre, not just those falling under YouTube's limited definition of election advertisements. Urgent action is needed to safeguard the integrity of India's democratic process and prevent the proliferation of misinformation on digital platforms.