In this technical note, NetLab UFRJ analyzes the main limitations of the Google Brazil Ad Transparency Center, the repository of ads that circulate on the company's platforms, highlighting its inefficiency in moderating political-electoral ads. In response to the new obligation for digital platforms to offer an online repository of political and electoral advertisements, accessible and searchable by keywords, Google declared a ban on the placement of this type of advertising on its platforms in Brazil from May 1st. 2024. The repository obligation was imposed by Resolution No. 23,732/2024 of the Superior Electoral Court (TSE) and the deadline for adaptation ended at the end of April.
As detailed throughout this technical note, NetLab UFRJ assesses that the ban imposed by Google may be insufficient to prevent political advertisements from continuing to circulate on its platforms. However, the company's decision implies a reduction in transparency regarding this type of content, which makes it impossible for the Electoral Court and researchers to scrutinize political-electoral advertisements and could generate serious consequences for Brazilian electoral integrity. The search for keywords is essential to evaluate, in a systematic and reproducible way, as required by best research practices, if Google's advertising moderation system is efficient and is effective in preventing political-electoral advertisements from being served, as claimed by the company.
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