The article argues that digital platforms in Mexico are effectively dominating political advertising, with a vast majority of such content delivered through Google and Meta. These companies leverage extensive personal data—including locations, interests, and social connections—to create highly targeted profiles that influence voter behavior and political opinions. Unlike traditional media, which broadcasts general messages, this digital approach allows for sophisticated segmentation, fundamentally changing how political campaigns interact with citizens. A critical concern highlighted is the lack of robust regulatory oversight in Mexico compared to other regions. While Google and Meta operate with significant autonomy regarding political ads, the author emphasizes that self-regulation or market-driven policies are insufficient to protect democratic integrity. The piece contends that rules governing the use of personal data for political purposes must be established autonomously by the Mexican state, rather than relying on the goodwill of private corporations or unilateral decisions. This issue is vital for open data because it illustrates the intersection of transparency, privacy, and democratic rights. The unregulated use of personal data for micro-targeting threatens fundamental liberties, from privacy to freedom of expression. Therefore, establishing clear, state-defined regulations is essential to ensure that digital platforms respect constitutional principles and that data usage does not lead to manipulation or the erosion of individual rights, requiring judicial oversight to balance innovation with citizen protection.
Source:Published on 2023-12-28
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