Under orders from the EU, tech giants have launched 11 advertising transparency tools.
None of them are fit for purpose, according to a new study from Mozilla.
The tools provide libraries of data about online adverts.
By exploring the repositories, researchers can identify the funders and techniques behind the ads.
At least, thats the idea.
By shining a light on ad content and targeting, the EU hopes to tackle disinformation and manipulation.
The impact could be global.
Because platforms often respond to international rules with wholesale changes, the libraries could roll out worldwide.
With thebiggest election year in historynow underway, the stakes are high.
But tech platforms appear poorly prepared.Mozillafound their tools are riddled with bugs, faulty features, and missing data.
To stress-test the libraries, the Firefox maker partnered withCheck First, a Finnish pioneer of algorithmic analysis.
They tested the tools across over 20 parameters informed by the DSA.
The framework covered functionality, data accessibility, and accuracy.
After inspecting each platform, the researchers discovered big shortcomings in every tool.
As a result, the people behind the ads could remain hidden.
They could also game the system.
This left data gaps to exploit.
Adverts that violate election rules could evade any observers.
Search functionalities were also frequently inadequate.
X, formerlyTwitter, received the strongest condemnation.
The platforms library didnt disclose ad content and lacked basic functionality.
It also left big gaps in targeting parameters and recipient data.
Xs transparency tools are an utter disappointment, said Claire Pershan, EU Advocacy Lead at Mozilla.
These shortcomings will come aslittle surpriseto the EU.
Xs ad repository features in the blocs DSA investigation against the platform.
Election manipulation
Online platforms are influential tools in election campaigns.
Theyre open to exploitation by both domestic parties and international adversaries.
One recent pro-Russian Facebook campaigntargeted Moldova.
Anotheraimedanti-Ukraine propaganda at audiences in Germany and France.
Policies designed to tackle these tactics arent always enforced.
External researchers can cover their shortcomings.
TikTok, for instance, doesnt officially allow political adverts.
But CheckFirst has nonethelessdiscoveredthese ads on the platform.
Story byThomas Macaulay
Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he e(show all)Thomas is the managing editor of TNW.
He leads our coverage of European tech and oversees our talented team of writers.
Away from work, he enjoys playing chess (badly) and the guitar (even worse).
