Political Advertising Needs Better Regulation

Abstract

The 2016 presidential campaign in the United States was marked by widespread interference by Russian agents. The interference was especially prominent in digital media. This indicates the possible need for better regulation. To investigate the problem, I examined the legal and regulatory history of US Federal campaign regulation. While these regulations require various disclosures and disclaimers, and set some spending limits, they do not cover advertising messages. More to the point, the disclosure and disclaimer requirements for digital ads are limited and easily circumvented. Possibly because of this, political advertising in digital media has increased dramatically in recent years. I examine current proposals for improved regulation and make recommendations for changes in Federal regulation and in oversight by nonpartisan groups.

Citation

Ratchford, B.T. (2020), "Political Advertising Needs Better Regulation", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, Leeds, pp. 61-74. https://doi.org/10.1108/S1548-643520200000017008