Tech giants are facing criticism for not providing adequate tools to enhance ad transparency, according to a comprehensive report released on Tuesday by Mozilla and CheckFirst. The study evaluated major platforms such as Apple, Google, TikTok, and X (formerly Twitter), finding that none of them meet the necessary standards for ad transparency that would help combat misinformation and user manipulation.
The Finland-based research team used over 20 parameters to assess the transparency tools provided by these companies. The evaluation, which took place between December 2023 and January 2024, emphasized the need for platforms to make significant improvements in how they disclose ad details to users.
Key findings from the report include:
- Comprehensive Content: Platforms should not limit access to ad information based on pre-selected topics or keywords. Access should include all paid political and issue-based ads.
- Detailed Ad Information: Users should have access to complete ad content, including targeting criteria, impressions, engagements, payment details, and specifics about microtargeting.
- Enhanced Functionality: The API should facilitate advanced research and analysis, supporting trend analysis, content downloads, and comprehensive search functionalities.
- Improved Data Accessibility: Ads should be made available within 24 hours of publication, and historical data should be accessible for at least a decade.
- Public Access: Ad data and APIs should be freely accessible to the general public without requiring login credentials.
Platforms like X were highlighted for having significant gaps in transparency, such as slow-loading CVS files and a lack of a user-friendly web interface. Apple, while noted for its freely accessible API and solid search features, was criticized for only providing one year of historical ad data and lacking information on ad engagement and micro-targeting strategies.
The report underscores the importance of transparency in the lead-up to major elections in the U.S. and Europe in 2024, suggesting that more transparent practices could help curb the spread of misinformation. The researchers recommend that tech platforms ensure that ad information is easy to access and understand, urging them to remove IP restrictions, simplify registration processes, and adhere to universally accepted standards in API design.
Additionally, the report calls on regulators like the European Commission to develop stricter guidelines on ad transparency, especially concerning branded content and influencer marketing. The findings aim to push major tech companies to take more robust action to safeguard user interests and promote a transparent digital advertising environment.
