As the U.S. election approaches, major tech companies like Meta (Facebook, Instagram), Google (YouTube), and TikTok are stepping up their efforts to curb political advertising in a bid to combat the spread of misinformation. These platforms are imposing temporary ad restrictions to avoid potential manipulation of public opinion in the uncertain days following the election when the results could take time to confirm. However, experts argue that these last-minute measures may not be enough to stop the tide of misinformation that has already permeated social media.
Temporary Ad Restrictions
To prevent the spread of misleading information during the critical days after Election Day, Meta has placed a temporary ban on political ads across its platforms, including Facebook and Instagram. Initially set to end on Election Day, Meta extended the restriction for several days, aiming to limit election-related ads during this sensitive time. Google has followed suit, announcing it will pause political ads after the polls close, with no set end date for the restriction. TikTok, which has banned political ads since 2019, continues to uphold this policy.
Meanwhile, X (formerly Twitter), under the leadership of Elon Musk, ended its ban on political advertising last year. Since then, the platform has allowed political ads to run freely, with no additional restrictions announced for the upcoming election.
These ad bans are designed to curb misinformation in a potentially chaotic post-election environment, when election results may be delayed and candidates could attempt to claim victory prematurely. But experts warn that the damage caused by misinformation in the lead-up to the election could be difficult to undo with these temporary measures.
Misinformation Crisis
Misinformation about the election has already spread extensively across social media platforms, with false claims about vote manipulation, election fraud, and the integrity of mail-in ballots becoming widespread. These falsehoods have been amplified by public figures and anonymous accounts, contributing to a growing distrust in the election process.
Former President Donald Trump and many of his supporters have repeatedly spread false accusations that the election is rigged, despite a lack of evidence. Additionally, the rise of artificial intelligence tools, including deepfakes and manipulated videos, has made it even harder to distinguish truth from fiction.
Despite the ad pauses, experts argue that misinformation is so deeply entrenched in the social media ecosystem that these measures may have limited impact. “The platforms have made critical errors over the last few years by loosening their grip on disinformation,” said Imran Ahmed, CEO of the Center for Countering Digital Hate. “Pausing ads for a few days won’t stop the larger problem of misinformation that’s already pervasive across these platforms.”
Weakening Content Moderation
The root of the problem, according to many experts, lies in the weakening of content moderation practices by social media companies. After the interference in the 2016 U.S. presidential election and the January 6, 2021, Capitol insurrection, many platforms invested heavily in content moderation and trust and safety teams. These efforts included removing false claims about the election and suspending accounts promoting misinformation.
However, in recent years, many of these companies have scaled back their content moderation efforts. Trust and safety teams have been downsized, and policies to restrict false election-related claims have been rolled back. For example, Meta announced last year that it would no longer remove claims about the 2020 election being “stolen,” a significant shift from its earlier stance.
Sacha Haworth, executive director of the Tech Oversight Project, described this as a “backslide” in the industry’s commitment to curbing disinformation. She pointed out that platforms like Facebook, X, and YouTube, which once led the fight against misinformation, have now weakened their policies. “Platforms are now hotbeds for false narratives,” she said.
This backslide has become particularly evident in the run-up to the 2024 election, as conspiracy theories about the Biden administration, the economy, and even natural disasters have spread unchecked. On X, Musk’s own tweets—often supporting Trump or spreading election-related falsehoods—have significantly contributed to the misinformation problem. In fact, an analysis by Ahmed’s group found that Musk’s tweets have generated over 2 billion views this year, amplifying misleading content.
Is It Too Late for a Fix?
Despite the platforms’ efforts to restrict political ads, experts warn that it may be too late to reverse the damage caused by years of unchecked disinformation. “We’ve had a steady drip of lies about the election process over the past four years,” Ahmed said. “It’s too late for a quick fix.”
The issue is compounded by the way social media algorithms are designed. These algorithms prioritize content that generates high engagement, including contentious or extreme views. This makes it difficult for platforms to effectively control the spread of misleading content, even when paid political ads are paused.
“Stopping ads won’t stop the organic spread of misinformation that thrives on these platforms,” Ahmed explained. “The algorithms are designed to amplify the most controversial content, regardless of whether it’s true or false.”
Platform Responses
Despite the concerns, social media giants have claimed to be taking additional steps to ensure the integrity of the election. TikTok says it works with fact-checkers to label and limit the spread of unverified content, while Meta claims to remove posts that could interfere with people’s ability to vote. YouTube has invested in new policies to combat election interference and remove content that promotes conspiracy theories or violence.
Yet, the effectiveness of these measures is still in question. There remains a gap between policy and enforcement. For example, X (Twitter) has been criticized for allowing misleading posts from its owner, Elon Musk, and other high-profile figures. Musk’s tweets, such as those questioning the legitimacy of the election, have been widely criticized for spreading false narratives.
Meta has also faced criticism for allowing videos or posts that prematurely declare winners before official results are announced. These premature declarations can contribute to public confusion and undermine trust in the democratic process.
Growing Concerns Over X (Formerly Twitter)
One of the most significant issues in the battle against misinformation is the role of X (formerly Twitter) under Elon Musk’s leadership. Since Musk’s acquisition, the platform has seen a sharp increase in misinformation, with Musk himself contributing to the spread of false claims about voting and immigration.
X’s policy, which allows for “polarizing, biased, or controversial” content, has been criticized for creating an environment where disinformation thrives. Musk’s actions—such as questioning why no one is “trying to assassinate Biden” in a now-deleted tweet—have sparked outrage and raised concerns about the platform’s commitment to combating harmful content.
“Platforms need to reinvest in content moderation,” said Ahmed. “Until they do, misinformation will continue to spread unchecked.”
Conclusion: Time Running Out
The ad pauses may be a step in the right direction, but experts argue they are unlikely to be enough to combat the broader problem of misinformation. Social media platforms must not only enforce stricter policies on political content but also overhaul their algorithms and content moderation practices to address the root causes of the issue. Without a more comprehensive approach, misinformation will continue to undermine the electoral process and erode public trust.
The clock is ticking, and the question remains: Can tech companies take meaningful action in time to protect the integrity of the election, or has the misinformation flood already reached a point of no return?
