Digital advertising is no longer a luxury as the market for this vital sector grows, so many, if not all, political parties, coalitions, or candidates are capitalizing on the world of social media to present their ideas and adoptions within this world.
Electoral advertising has moved from squares, posters, and streets to phone or computer screens. This calls for a reconsideration of all advertising standards and the mechanism of use, as this new transition process has become a new challenge, especially since these ads are not governed by standards or strict national controls, but are subject to undefined standards according to the vision of the platform or application, which are often not commensurate with the magnitude of their danger and risks to the national electoral or political process.
This digital behavior has become a major basis for changing voter behavior due to the expansion of social media, as today's voter is largely informed by what he or she can see and hear on these platforms.
These platforms today represent a means of direct communication between large social groups, including youth or the groups that the propaganda process is designed to target, especially the Generation Z group, which represents a good percentage of the total number of voters. The Independent High Electoral Commission announced that the total number of new voters after the modernization process reached (1,286,398), which is an influential number in the electoral process if compared to the number of actual voters who cast their votes on polling day.
Through these digital means, it is possible to build an electoral audience according to political, economic, social or religious orientations, and through the features produced by these platforms for this purpose, the number of views, clicks and interaction can be measured with high accuracy, unlike traditional advertising.
Another aspect that must be paid attention to is the amount of money allocated to managing these campaigns within the digital environment, as it is not always associated with great cost, but rather limited amounts can be paid in exchange for achieving wide interaction within this environment, away from the large consumption of signs or leaflets that may not be seen except with high concentration or direct field presence.
This raises the issue of misinformation and rumors, as these platforms can be exploited to spread false and misleading information or data. These platforms represent a fertile environment for systematic targeting, which raises the concern that the data can be used to influence voters or their emotions unethically and illegally.
By understanding the algorithms, a user can be exposed to content that aligns with their preferences, increasing polarization, or an ad can be personalized and not shown to others, in a subtle process of public opinion manipulation.
It is also important to note that the Independent High Electoral Commission must be more precise, careful, and understanding of this new world, and not limit its tasks to the instructions and regulations that were put in place to confront traditional advertising, leaving the door open to digital violations.
The propaganda process begins and ends according to the periods set by the Commission, which means that advertising must stop, whether in its traditional or electronic form, as digital advertising operations cannot continue beyond this period, as this may allow parties, coalitions, or candidates to exploit legal loopholes to achieve unequal competition, whether in search of new voters or to enhance the spread at illegal times.
Based on the above, regulating electoral advertising in the digital environment is a legal and ethical necessity to ensure the integrity of the electoral process. The following academic proposal can be made to develop this aspect by issuing a national code of digital electoral behavior, as well as establishing a specialized unit within the Independent High Electoral Commission to monitor digital campaigns, monitor electronic funding, and coordinate with the Media and Communications Commission to monitor funded advertisements and their sources.
Digital electoral advertising represents a new facet of political influence in the era of artificial intelligence and algorithms, and it is a double-edged weapon; it can contribute to spreading political awareness and democratic participation, but in the absence of regulation, it may turn into a tool of digital misinformation and illegal guidance, and therefore, the responsibility of the state and its competent institutions - especially the Independent High Electoral Commission - lies in filling the legislative gap and regulating this field to ensure electoral justice and digital transparency. Therefore, the responsibility of the state and its competent institutions - especially the Independent High Electoral Commission - lies in bridging the legislative gap and regulating this field to ensure electoral justice and digital transparency, in an era when votes are lured through screens rather than through squares, the law must extend its authority to the digital world to protect the free will of the voter and safeguard the integrity of democracy.
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