Analysing digital ad campaigns during the silence period of the first phase of the Lok Sabha elections Premium

Analysis of digital ad campaigns during election silence period raises questions on Model Code of Conduct effectiveness.

As the world’s largest elections are underway, all eyes are on digital platforms and the role they are playing in influencing the electorate. However, it may also be time to question the effectiveness of the Model Code of Conduct (MCC) set down by the Election Commission (EC) in ensuring free and fair elections in India.

Section 126 of the Representation of People Act, 1951 prohibits the display of election matter to the public through television or similar apparatus during the 48-hour silence period ending with the hour fixed for the conclusion of polls. The EC in its various notifications has clarified that ‘similar apparatus’ under Section 126 includes social media as well. Despite clear rules prohibiting political campaigning during the silence period, a study conducted by the CSDS-Lokniti has found political parties to be spending substantial money on advertising campaigns on social media during this time.

It was found that BJP posted 60,500 ads from April 17 to 19, 2024 on Google and 6,808 on Meta platforms, while the Congress posted 1,882 and 114 ads respectively during the same period (Table 1). This revelation is note-worthy since the Internet penetration in India is over 50%.

Out of the total ads posted from April 17 to 19 on Google, 500 ads, 250 ads posted by the BJP and another 250 posted by the Congress, were selected for analysis using randomised selection. Out of this sample, 64 ads posted by the BJP and 32 posted by the Congress were found to be targeted to States/constituencies that voted in the first phase of elections (Table 2).

This study revealed that 13 out of every 50 ads of the BJP were aired during the silence period in constituencies participating in the first phase of elections. Notably, political ads were observed in 11 States and Union Territories preceding the first phase of elections, with several States being majorly targeted (Table 3).

This data underscores the strategic placement and targeting of political advertisements during critical phases of the electoral process. Of the total number of Congress ads, States voting in the first phase of elections were targeted as a whole. However, except for Haldwani in the Nainital constituency in Uttarakhand, no other Congress ads specifically micro-targeted any poll-bound constituencies during the silence period (Table 3).

During the silence period, the BJP’s digital campaign showcased an impressive level of location based targeting precision, evident in its focus on specific locales such as a panchayat in Baghpat, Uttar Pradesh, and Belthangadi in Karnataka. These instances provide just a glimpse into the party’s widespread use of tailored strategies. Additionally, the BJP targeted the Nagina constituency in Uttar Pradesh with a substantial number of advertisements during this crucial period, recognising the historical significance of the Muslim-Scheduled Caste (SC) combination in securing victories in this constituency (Table 4). However, the northeastern region remained largely overlooked throughout the silence period.