Key Ethical Considerations for Politicians Campaigning on Social Media

Whether you love or hate it, social media isn’t going anywhere. Platforms like Facebook and X (formerly Twitter) have come to play pivotal roles in the communications for many public figures, including politicians. Even Instagram is becoming a platform filled with political profiles and discussions, with newer generations of politicians utilizing the platform to reach and speak with their peers directly.

Not to mention that the past decade in particular has also seen social media propel unlikely candidates into power. Equally as many have lost their seats because of social media. In our digital age, social media has fundamentally changed politics.

Unethical practices on social media can erode the public’s trust in politicians and the institutions they represent. Social media’s viral nature means that unethical behavior – even simple mistakes – is significantly magnified, spreading like wildfire online and reaching millions within hours. For politicians, social media offers a challenge and opportunity, allowing for deepened connections with constituents while requiring heightened accountability. Just as politicians swear to behave ethically and in the best interests of the people they represent, they must also extend that commitment to their online presence.

If you’re aspiring to a career in politics, you may be wondering: what is acceptable when campaigning on social media? When do you need to fact-check information? In this article, we’ll unpack the key ethical considerations for politicians campaigning on social media and identify best practices for staying ethical online. 

 

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Key Ethical Considerations

Visual Content: Representation, Manipulation, and Ownership

With the rise of AI and the ease with which we can edit photos and videos, remaining honest when sharing visual content has become absolutely essential for those in the political sphere. Put simply, the images and videos you include in your campaign must be accurate, true, and owned by you. 

Some minor editing for aesthetic reasons is permissible. For example, you can remove image backgrounds to transform a normal selfie into a professional headshot but not to manipulate the original photo to create a false narrative. This goes for making yourself look better but also for photoshopping your opponent into a compromising situation to make them look worse. 

Further, the content you post must align with relevant laws in your area, including those related to copyright (sharing someone else’s images as if they are your own) or falsifying someone’s endorsement. 

Transparency in Political Advertising

Aspiring politicians must clearly identify sponsored content or political advertisements to avoid misleading their audience. Beyond an ethical consideration, this is often a legal or platform-mandated requirement. Facebook and Instagram both require ads about social issues, elections, or politics to include a disclaimer with the name and entity that paid for the ad. Failure to include a disclaimer in your political advertising will cause the platforms to pause and disapprove the ad, halting your campaign’s momentum. 

Some countries also require politicians to disclose the sources of their political donations. Incorporating this level of financial transparency into your campaign will demonstrate your strong commitment to integrity and inspire your voters. You should strive to be forthcoming in your disclaimers and disclosures – not just because it’s required but because it strengthens your people’s trust in you and your campaign.

Combating Misinformation

In a world where AI and ‘fake news’ are misleading people in the hundreds and creating deeper national divides, it is your responsibility as a politician to avoid sharing false or unverified information. Take your time to fact-check information – if you don’t, you run the risk of losing your constituents’ trust in you and the democratic system. It can be tempting to rush to share content that boosts your image while discrediting your opponent, but you must hold yourself to a higher standard. 

Fact-checking isn’t just important for times when information may be harmful to your campaign either. In truth, the value of fact-checking is more about demonstrating integrity for public and political figures. For instance, remember the story with those false clips outlining train delays and service cancellations? Indian Railways had to release a public statement explaining the incident and how older footage was being used by malicious parties, however the confusion still resulted in thousands of commuters missing services, which resulted in traffic congestion and ultimately tarnished the public transit service’s public image.

And in much the same way as journalists are required to fact check in order to abide by journalistic standards and avoid widespread chaos like the Indian Railways incident, social media platforms also have a responsibility to combat misinformation in the digital age. Most social media platforms now flag and remove misinformation, so your ethical responsibility is to work with them and correct misinformation when necessary.

Best Practices for Ethical Campaigning

We’ve discussed what you shouldn’t do when campaigning on social media, but what should you do? Here are some vital practices for ethical and responsible digital campaigning:

• Foster dialogue to allow two-way communication between you and your voter base. Learn their concerns, answer their questions, and use your connections to become the best candidate you can be.

• Promote diversity and unity rather than fanning flames of division – especially by spreading falsehoods or exaggerating. Instead, focus more on the strengths and experiences that make you uniquely qualified to represent your constituents.

• Conduct regular audits to ensure you and your staff have behaved ethically online and make changes as necessary.

All in all, politicians have a responsibility to ensure that their digital forums stay fair and safe, providing opportunities for discussion without enabling hate speech. Political profiles can use social media features like limiting comments on posts and utilizing profile moderators to ensure that their profiles don’t contribute to the formation of toxic echo chambers.

 

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Final Thoughts

In this day and age, social media will be crucial to your campaign. But it’s up to you to use this powerful tool ethically. To do so, remember the following:

• Ensure the visual content in your campaign is accurate, true, and owned by you, avoiding dishonest editing and adhering to relevant legislation.

• Disclose when content is a sponsored or political advertisement, and consider sharing information about your donors.

• Verify information before sharing and take accountability if you’ve accidentally shared misinformation.

With these tips, you’ll be well on your way to launching a social media campaign that shows your audience your integrity. 

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