Confused about how the UK’s general election is playing out online? POLITICO has you covered.
It's definitely true that social media advertising isn't much different from the decades-old practice that saw local parties mine the U.K.'s electoral register of voters to send pamphlets through people's letterboxes.
What is different is the scale, and in particular the cost of reaching that scale. With a few hundred pounds, anyone can create and distribute partisan messages to different voters across a single constituency — or across the whole country — with a speed and accuracy that makes old-school leaflets look like they're from the dark ages.It's much the same as offline politicking.
By contrast, Labour is talking about anything other than Brexit. Initially, the priority was to attack the Conservatives and their record in government. But in recent weeks, the tone has shifted to the party's own priorities, like its planned investment in the National Health Service. For their part, the Liberal Democrats went at full pelt with their promise to scrap Brexit. But when that message didn't strike a chord with voters, the party's Facebook ads shifted to claim that only the Liberal Democrats could stop the Conservatives from winning an outright majority.
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