Here are the ‘dark ads’ making Midlands voters most angry on Facebook in this election

on June 7, 2017

Birmingham Eastside have partnered with the Bureau of Investigative Journalism and Who Targets Me? to investigate ‘dark advertising’ in this election: highly targeted Facebook ads which are not regulated by rules limiting local election spending, or open to wider public scrutiny.

Thanks to users who installed the Who Targets Me? tracker, we’ve been able to see which adverts have been shown to people in the Midlands — you can find the main results of our investigation here.

But we’ve also been able to see how many people have reacted to those ads with ‘angry’ emoticons compared to other options. So here are the ads which provoked the strongest proportion of ‘angry’ emoticons on Facebook…

😠 😠👍👍👍 LibDems: Help us save the internet

help us save the internet

Almost two in five users who reacted to this ad took the trouble to choose the ‘angry’ emoticon. As with all these ads, it’s not clear how many people were expressing anger toward the ad, or the regulation that it was drawing attention to.

Hidden in the small print on the petition was this: “By providing your data to us, you are consenting to us making contact with you in the future by mail, email, telephone, text, website and apps, even though you may be registered with the Telephone Preference Service.”

😠 👍👍👍Labour: I’m opposing any attempt to bring back fox hunting

Based on the latest data, 4,000 people said this ad made them ‘angry’, while almost 10,000 liked it. Notably, unlike the ‘save the internet’ ad, signing the petition did not automatically add you to Labour’s database for marketing purposes.

opposing fox hunting

😠 👍👍👍LibDems: Don’t let Trump destroy our planet

stand up to trump

Another petition to get people angry — and another way to gather voters’ details. More than one in four reactions to this were angry.

😠😠👍👍👍👍👍Conservatives attack Corbyn

The majority of ads placed by the Conservative Party have targeted Jeremy Corbyn. This one made over 2,000 people 😠 — but 5,000 were moved to 👍 it.

conservatives corbyn ad


😠😠👍👍👍👍👍Lib Dems attack Corbyn

It wasn’t just the Conservatives — the Liberal Democrats used their dark ads campaign to attack Jeremy Corbyn too. Only 33 people shared this.

lib dem corbyn ad


😠😠👍👍👍👍👍👍👍👍👍…and finally: the Greens are getting angry with the BBC

“Why does the BBC keep giving airtime to the far-right fringe?” asked the Green Party. That made people angry too. At the last count over 2300 people had shared this, and almost 600 had been moved to click on that 😠 button.

Follow all our election coverage including live video on election night on our #UKVotes17 page here, on our Facebook page, on Twitter and on Instagram @bhameastside

1 Comment

  1. Pingback: Dark ads in the Midlands: how local voters are being targeted by political parties on Facebook – Birmingham Eastside

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