Starting this week, advertisers linked to state-level candidacies will have to go through a verification process to be able to run electoral advertising on Google Ads and Display & Video 360. The steps involve checking whether the would-be ad funders are reputable.
Data from campaigns around the country have been available for consultation since June, but activists like Sleeping Giants Brazil have been campaigning for Google to add data from other geographic spheres that historically lack transparency.
According to a survey by the Federal University of Rio de Janeiro, between 2018 and 2022, Facebook ran more than 3,000 ads attacking the press and 9,000 defending the reintroduction of printed ballots in the election. Much of these were funded by state or municipal candidates.
Google said it already had plans to increase transparency in the country and that it currently only offers the function in the U.S. and India.