Facebook’s Ad Archive Report shows that more than 4 crore rupees have been spent on Facebook ads for political advertising last month. More than half of these advertisements were given by the ruling Bharatiya Janata Party and its allies.
The BJP and its allies spent Rs 2.37 crore on Facebook in February. During this period, regional parties spent only 19.8 lakh rupees for political advertising on Facebook. At the same time, the Congress Party and its allies spent only Rs 10.6 lakh in the same.
According to Live Mint, a BJP-backed page “Bharat Ke Man Ki Bat” has spent one crore alone on social media advertisement last month.
Looking forward towards the Lok Sabha elections, Facebook has tightened its transparency rules regarding political advertisements.
Those who advertise on Facebook in India must first provide their identity and location information. Along with this, a warning has to be added, that who has given the advertisement.
The Ad Archive report shows that Facebook has begun to remove ads that have been made without warning. These include government campaigns like Digital India.
Facebook said, when an advertiser connects their ad to the topic of political or national importance, then they have to disclose who is paying the money for that advertisement. If an ad goes without warning, then it will be written that these ads are running without warning.
In the regional parties, the Biju Janata Dal (BJD), the Nationalist Congress Party, Telugu Desam Party, and YSR Congress have emerged as the most active on political advertising on social media platforms.
According to the Economic Times, in the calculation of this expenditure on political advertisements, there are associations with the leaders of a party, ministers, MPs, legislators, and organizers of the organization, who are asked to support a particular party.
Leaders related to the BJP’s election campaign said that till the end of the election, social media share of the total expenditure on party advertisements would be 20-25%.
Brand Consultant Harish Bijoor said, “The expenditure on advertising on social media is only a glimpse. BJP’s emphasis lies on marketing. They believe in brand building through social media. “