Political ad labelling among new online electoral reform rules

THE Government has unveiled stricter new rules for political advertisements in a bid to make social media marketing more transparent.

Under the proposed new regulations, online election campaigning must be clearly labelled as a ‘political advert’.

It must also provide information on who was behind the ad – including the contact details of who paid for it.

Anyone who cannot provide this information will not be able to publish.

The measures, which will apply to social media sites such as Facebook and Twitter, were unveiled in a Government Bill published yesterday.

To enforce them, social media companies must appoint someone to identify and verify the funders’ information. Companies are also urged to take ‘appropriate action’ to ensure there is no ‘undue’ foreign influence.

The Bill, which was published by Minister for Local Government Darragh O’Brien and Minister of State for Electoral Reform Malcolm Noonan, is part of a wider drive for electoral reform.

As well as online measures, the Bill has pushed for electoral reforms such as setting up an independent Electoral Commission, and modernising the electoral registration process.

Speaking about the Bill’s publication, Mr O’Brien said: ‘I am truly delighted, along with Minister Noonan, to be driving the Government’s electoral reform agenda forward, delivering on commitments made in the Programme for Government - Our Shared Future.

‘The Electoral Reform Bill will be the most significant development for our electoral system in decades.’

Mr Noonan said: ‘These reforming measures are essential in order to strengthen our electoral system.

‘We live in an evolving society, and the electoral system must evolve with it.

‘We are working to both respond to the challenges we face now, and build measures and capacity to anticipate and address the challenges which we will face in the future.’