Global Witness Reveals TikTok’s Approval of Disinformation Ads Ahead of Irish General Election
An investigation by Global Witness found that TikTok approved ads with false information about the Irish General Election. Global Witness submitted 28 ads, 14 in English and 14 in Irish, containing misleading claims about voting.
TikTok approved three English ads and eight Irish ads. Global Witness withdrew the ads before they could be published. The ads included false claims that voters need proof of two Covid vaccinations, that postal voting is allowed after polls close, and that voting can occur on Facebook.
Global Witness identified a gap in TikTok’s moderation for the Irish language. TikTok’s transparency report noted that there are no dedicated Irish language moderators.
Ava Lee, Campaign Lead for Global Witness, stated that social media platforms must ensure safe elections. She highlighted the need for content free from obvious disinformation, especially as many people get news from social media.
Interview with Ava Lee, Campaign Lead for Global Witness, on TikTok’s Handling of Misleading Political Ads
News Directory 3: Thank you for joining us today, Ava. Can you provide a brief overview of Global Witness’s investigation into TikTok’s advertising practices related to the Irish General Election?
Ava Lee: Thank you for having me. Our investigation focused on how TikTok handles political ads, particularly during sensitive times like elections. We submitted 28 ads — 14 in English and 14 in Irish — that contained various misleading claims about the voting process. Shockingly, TikTok approved three English ads and eight Irish ads, which we later withdrew before they could be published.
News Directory 3: What were some of the misleading claims included in those ads?
Ava Lee: The ads contained multiple falsehoods, such as the assertion that voters were required to show proof of two Covid vaccinations, that postal voting was permissible after polls closed, and even the ridiculous claim that voting could be conducted through Facebook. These kinds of disinformation can significantly undermine the electoral process.
News Directory 3: TikTok has issued a statement saying that it is investigating its moderation policies. What are your thoughts on their response?
Ava Lee: While it’s commendable that they’re investigating, it’s concerning that they allowed these ads to pass through their moderation system in the first place. Our findings indicate a clear gap in their moderation, particularly for Irish-language content. Notably, TikTok’s transparency report revealed that they don’t have dedicated moderators for Irish, which leaves a significant blind spot in their content oversight.
News Directory 3: In light of your findings, how do you view the broader responsibility of social media platforms during elections?
Ava Lee: Social media platforms have a critical responsibility to ensure that elections are safe and fair. It’s imperative that they actively remove disinformation and provide clear, accurate content about the electoral process. Many people rely on social media for news, especially the younger demographic, which makes it even more essential for platforms like TikTok to prioritize the integrity of the information being shared.
News Directory 3: TikTok stated that most submitted ads were rejected, and a spokesperson emphasized that none went live. How does this align with your perspective on their moderation process?
Ava Lee: It’s good to hear that the ads didn’t go live, but the fact that any were approved initially raises serious questions about their moderation process. They need to ensure robust systems are in place from the start, rather than relying on post-publication reviews based on user reports. Preventative measures must take priority to safeguard against the spread of disinformation.
News Directory 3: What measures do you believe TikTok and similar platforms should implement to prevent such issues in the future?
Ava Lee: Apart from ensuring dedicated moderation for all languages used across their platforms, TikTok should enhance training for their moderators on identifying disinformation specific to voting and elections. Transparency is key, so regular reports on their moderation effectiveness and ongoing audits could help restore public trust. They should also invest in user education initiatives to inform users about recognizing and reporting misleading content.
News Directory 3: Thank you for your insights, Ava. It’s clear that maintaining the integrity of the electoral process on social media platforms is crucial.
Ava Lee: Thank you for having me. It’s vital that we continue to hold these platforms accountable and advocate for the dissemination of accurate information during elections.
In response, TikTok claimed all submitted ads violated its advertising policies. The company stated it is investigating the moderation process to understand why some ads were not rejected. TikTok noted that ads might undergo further review based on impressions or user reports after going live.
A TikTok spokesperson emphasized that none of the ads went live and most were correctly rejected early in the process. They reaffirmed their policy against political advertising and mentioned a new in-app election center to provide accurate election information.