Social networks are increasingly important in political communication. Segment the message to reach specific niches, customize it, impact many people in many places ... They are a basic pillar. Also a field where the Central Electoral Board - maximum organ in electoral period - has the focus. The body has ordered We can remove some ads that had hired on Facebook because, following a complaint filed by Citizens because, in his opinion, for asking for the vote outside the election campaign.

The Electoral Board has estimated the complaint filed for the training led by Albert Rivera. The body, according to the documentation provided, argues that We can keep different ads active, whose dissemination has been hired on the pages of the Facebook ads section, and that most of them express a direct request for the vote.

"It has always been necessary to push to realize the advances that improve people's lives. The 10-N, again says that it can be done"; "The PSOE is going to look for a pact with the PP, as Rajoy and González has asked. Only if United We are strong, can we prevent that pact and have a government that cuts above and not below"; These are some of the examples he cites.

"We are faced with advertising insertions that contain a request for the vote and that have been hired by the political formation Podemos, infringing article 53 of the LOREG ", the Electoral Board ditch. "Videos are included with messages that reflect the intention of persuading the voter in order to support that political formation, and a motto is used that is characteristic of the political formation denounced. This activity would be legitimate if it were done within the profile or the page of the party but being a commercial contracting incurs the prohibition in article 53 of the LOREG ".

This article establishes that: "(...) from the call for elections until the legal start of the campaign, it is prohibited to carry out advertising or electoral propaganda through posters, commercial media or inserts in the press, radio or other digital media, said actions cannot be justified by the exercise of the ordinary activities of the parties, coalitions or federations recognized in the previous section ".

We can argued this recruitment of electoral propaganda advertising in digital media in "the exercise of the ordinary activities of the parties, coalitions or federations", to reduce electoral expenses until the strict period of election campaign. The Board dismisses its argument. Thus, it orders the withdrawal of such advertising inserts published on the page that the political party of reference maintains on Facebook. The Board reminds We can "the prohibition of any other contracting and dissemination of advertising of this type until the election campaign period begins and to warn it that in case of reoccurring in a similar conduct, the corresponding sanction file will be initiated" .

We can allocate a significant sum of your budget to advertising on Facebook. According to the data of this company, in the last month the purple formation emerged as the political formation that made the most investment. He spent 10,993 euros for 34 ads like Podemos and another 10,814 euros for 175 ads under commissioned by Podemos Podemos. To this is added the investment of 4,000 euros to promote Pablo Iglesias in this social network.

According to the criteria of The Trust Project

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  • We can
  • Facebook
  • United We Can
  • Mariano Rajoy
  • Pablo Iglesias
  • PSOE
  • PP
  • Citizens
  • Albert rivera
  • General elections

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