Rise in election hate speech sparks online ad warning

As voters head to the polls, brands are being warned to be vigilant ahead of a challenging news cycle to ensure their ads do not appear next to inflammatory content following a surge in hate speech during the general election campaign.

According to an analysis by digital media measurement, data and analytics platform DoubleVerify, there was a 55% increase in the rate of Inflammatory Politics & News (IPN) in the content measures on May 22, the day the date of the election was confirmed.

DoubleVerify has even set up an Election Task Force, dedicated to protecting global advertisers as they navigate an online news cycle dominated by all the elections taking place this year, in which it is estimated that over four billion people will cast their vote across the globe.

The Election Task Force is designed to track election-related topics and identifies inflammatory content, including conspiracies and AI-amplified controversies to help global advertisers understand online content trends influenced by elections, enabling them to better protect their brand reputations and ensure their advertising does not inadvertently fund harmful content.

In addition to the announcement of the UK election, other significant events that led to a substantial increase in High-Risk Hate Speech and Cyberbullying (HRHS) in 2024 in the content measures included those related to the Israel-Hamas War, which has seen increases in HRHS of up to 145%, as well as a 179% spike on February 28 following allegations of antisemitism and islamophobia between the Conservative and Labour parties.

In 2022, the UK experienced a prolonged surge in IPN and HRHS violations, corresponding with stories surrounding the “Partygate” scandal, then Prime Minister Boris Johnson’s resignation, the Conservative leadership contest, Liz Truss’ time in government, and Sunak’s appointment as PM, which saw a 26% increase in IPN on that day.

But despite the spikes witnessed in 2024, the average rates for both IPN and HRHS for the content DV measures have decreased as compared with previous years.

In fact, the IPN rate dropped 38% in the first 5 months of 2024 compared with the last five months of 2023, while, the HRHS rate was down by 71% in the first quarter of 2024 compared with the same period last year.

This decrease in IPN and HRHS for the content measures may be tied to the growing use of pre-bid protections, which allow advertisers to apply brand safety and suitability controls before a bid is placed. DoubleVerify’s 2024 Global Insight Report found that in 2023, there was a 41% increase in the usage of Authentic Brand Suitability (ABS) year over year.

DoubleVerify chief marketing officer Dan Slivjanovski said: “Election seasons often lead to a surge of objectionable online content. These trends potentially impact advertisers, whose brand reputation and campaign performance can be negatively affected by poor alignment between ads and content.

“We are committed to empowering advertisers with the insights and tools they need to make informed decisions – safeguarding their brand equity and fostering a high-performing digital ecosystem based on transparency and trust.”

Marketers are dealing with election cycles worldwide, including the election in France and later this year in the US.

The Election Task Force reported a rise in inflammatory content and hate speech in the US by 15% and 22% respectively, between January and February 2024 alone.

In the EMEA region, 61% of marketers indicated that they are at least somewhat concerned about navigating political news cycles in 2024, according to DV’s 2024 Global Insight Report. Moreover, with the unprecedented political influence that AI-generated content will have this year, navigating this landscape will require careful management.