Google and YouTube will block election ads after the polls close on election day, according to a new report. The initial reaction to this may be confusion, considering it seems pointless to run a political ad after the election is over. Or for that matter, why Google even cares about the nature of the ads when it is getting paid? However, the 2020 election is like non before and this has led to many changes, including this one.
Google has been in trouble over advertising issues several times in the past and has developed very rigorous policies to restrict ads that might become problematic. While the search giant does allow political advertising, it notes that what it perceives to be violations of campaign and election laws will lead to suspension of the ads in question. Further, advertiser account information and ad content may be disclosed publicly or to government regulators. Political ads affected by its policy restrictions include political parties, issue advocacy or fundraising for candidates or parties. Google Ads run world-wide, so its policies cover multiple countries.
According to Axios, Google sent emails to advertisers recently providing an early notice that political ads will temporarily be blocked from running after the polls close on election day. Checking Google’s policy page this is not stated directly. However, it may fall under the category of ‘Sensitive event’ or, if in any way misleading, under ‘Hacked political materials.’ Given that tensions are expected to be high in the upcoming, contentious Presidential election, it could be viewed as a conflict, which could meet the former criteria. Supposedly, the political advertising ban may last for a week or more after election day, depending on criteria that Google did not share. Google advertising appears across several websites including Google Ads, DV360, YouTube, and AdX Authorized Buyer.
Why A Post-Election Ad Ban Matters
Axios shared that Google mentioned ads referencing candidates, the election, or its outcome will not be allowed. This aligns with the general feeling that the election results could be subject to strong debate, leading power brokers to attempt to buy ads to re-enforce or instill a particular view. Since Google and other tech companies have received strong criticism and scrutiny over their influence in politics, and command such huge audiences, taking these precautions does make sense. If Google was seen as taking a side in an election that decides the next U.S. President, it could be devastating for the company. Regardless, this preventative action will likely be interpreted by some as taking a side, the very thing it attempts to avoid.
Current President, Donald Trump, has given indications that an unfavorable election result may be challenged. If advertising attempted to sway opinion without evidence in such a challenge, it could be seen as ‘Hacked political materials.’ Regardless of how an ad may run afoul of Google policy, apparently the warning was issued that political ads will be prohibited for a brief period following the election. It should be noted that Google’s restriction is said to apply to all elections, for both Federal and State candidates, so this is not simply about the Presidential election.
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