The report reveals that Big Tech’s ad transparency tools are failing across the board, with X scoring the worst. Ad transparency is crucial for tracking hoaxes and scrutinizing scammy ad practices, but digital platforms often fail to provide meaningful data. The report, conducted by Mozilla and CheckFirst, analyzed ad transparency tools from various tech platforms including X, TikTok, LinkedIn, Google Search, Meta, and Apple. The analysis found that none of the advertising repositories tested well and were difficult to find. X stood out as the worst scorer, offering limited data accessibility and search capabilities. The European Commission has even included X’s ad repository in its proceedings against the platform.
The report also highlighted common gaps in ad transparency tools, such as ads missing from repositories visible to users, inconsistent public access to ad information, and poor search functions hindering ad oversight. Interestingly, only a few platforms had repositories for branded or influencer content, despite allowing influencer content on their services.
These findings are particularly concerning in an election year, as intentional disinformation campaigns and the influence of AI and Big Tech leaders on candidate advertising and voter awareness are already causing fears. X CEO Elon Musk’s decision to reverse the site’s ban on political advertising has raised alarms among disinformation watchdogs. Other platforms like Meta and Google have implemented new advertising policies to address generative AI threats.
The advertising landscape across Big Tech platforms has become a contentious issue in a sporadically regulated industry. Platforms like TikTok and X are increasingly filled with ads, overshadowing user-generated content. Google faced antitrust accusations from the US government and the European Union in 2023. However, there has been some progress in the past five years since Mozilla released its advertising API guidelines. Eleven of the world’s largest tech companies have introduced ad repositories, with Google and Facebook updating their services to include ad targeting criteria, engagement and historical data, and better filtering.
The importance of knowing who pays for ads and how they are targeted is highlighted by Amaury Lesplingart, the co-founder and chief technology officer for CheckFirst. It helps watchdogs protect public interests, whether it’s fair elections, public health, or social justice. For example, understanding if an ad denying climate change is paid for by the fossil fuel industry can help individuals make informed decisions.
In conclusion, the report’s findings underscore the urgent need for improved ad transparency tools across Big Tech platforms. Users, journalists, and advocates require meaningful data to combat scams, disinformation, and questionable ad practices. While some progress has been made, there are still significant gaps and limitations in current ad repositories. Strengthening these tools is crucial to ensure platform accountability and protect public interests in an increasingly complex digital advertising landscape.
