How politicians advertised the European elections online – POLITICO

Ahead of the European Parliament elections and local elections in Hungary, which will be held at the same time, Fidesz is the one that has purchased the most advertisements on the Google and Meta platforms, in terms of euros spent, compared to any other political party. across the bloc of 27 countries. If we add direct spending by Orbán and others associated with his government, this figure becomes even more acute.

None of these paid messages are subtle: in ad after ad, Fidesz has presented its left-wing opponents as beholden to Brussels and mega-donors like George Soros. In others, the far-right political party has positioned itself as the “party of peace,” accusing its opponents of favoring war. This is a direct reference to Orbán’s support for Russia, whose conflict with Ukraine he would prefer to see end to – mainly in favor of President Vladimir Putin.

There are also domestic politics at play. Since Péter Magyar, a former Fidesz member, split from Orbán’s party, online political ads targeting the 43-year-old face of the anti-Orbán movement have made the rounds on Facebook, Instagram and Google, based on the companies’ online information. transparency tools.

Far-right national parties spend big on Google platforms

“Protect women and girls!” The West votes AfD,” says an advertisement for Germany’s far-right Alternative for Germany party, with a young blonde woman looking aside, seemingly worried, on a nighttime street.

The ad is among 90 other ads purchased by the AfD last month, spending more money on Google and its ad network of up to 35 million websites and apps than any other German political party. According to Google’s public repository, the far-right party spent up to €108,000 in May on these ads. They were broadcast at least 90 million times in Germany, according to conservative estimates by Google and compiled by POLITICO.

When ranking the biggest spenders on political advertising in each EU country, seven of the top 10 national spenders were right-wing and far-right parties, including Fidesz in Hungary, AfD in Germany, Freedom Party of Austria (FPÖ), the Sweden Democrats, the Polish Law and Justice Party, the Brothers of Italy and Vox of Spain.


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