Investigation Request Leads to EU Scrutiny
Romania’s National Audiovisual Council is calling on the European Commission to formally investigate TikTok’s influence in the recent presidential elections. A spokesperson for the EU executive confirmed that they are closely monitoring the situation and are in contact with Romania’s Digital Services Coordinator, ANCOM. The push for scrutiny follows the unexpected success of right-wing independent candidate Călin Georgescu, who garnered roughly 22.95% of the votes, largely credited to his effective use of TikTok.
TikTok’s Role in the Election
Following the first round of voting, reformist candidate Elena Lasconi from the Save Romania Union secured second place with about 19% of the votes, setting the stage for a competitive runoff. In light of these developments, the European Commission has been assessing how major online platforms like TikTok are adhering to the transparency requirements established under the Digital Services Act (DSA), enacted in August 2023. This legislation aims to minimize systemic risks during election periods.
Controversial Advertising Practices
In response to the electoral activity, TikTok reported the removal of 88 ads in Romania for violating its political content policies, which collectively reached 3.1 million impressions. Although the platform prohibits political advertisements and branded content related to political entities, a report indicated that accounts associated with politicians continue to use monetization features. TikTok refuted this, asserting that they enforce community guidelines robustly and have partnered with the Electoral Commission to provide reliable election-related information.
Social Media’s Growing Influence
The Bulgarian-Romanian Observatory of Digital Media highlighted that social media has emerged as the top source of political information for many Romanians. TikTok, in particular, has attracted disenfranchised voters who feel sidelined by traditional political figures and media outlets. Georgescu, known for his controversial pro-Russian stance and anti-vaccine rhetoric, did not disclose his campaign budget or funding sources, raising concerns about transparency.
Different Campaign Strategies
While Georgescu utilized TikTok effectively, other mainstream candidates concentrated their advertising efforts on platforms like Facebook and Instagram, once hailed as optimal venues for voter outreach. Current Prime Minister Marcel Ciolacu, representing the Social-Democrat Party, led in spending with over 5.1 million RON (approximately €1 million) for his campaign, despite not advancing to the second round. Meanwhile, candidates like George Simion and Lasconi also invested significantly in traditional ad platforms, demonstrating a stark contrast in approaches to political campaigning during this election cycle.
SOURCE: Ref Image from The Hill
Whether writing about complex technical topics or breaking news stories, my writing is always clear, concise, and engaging. My dedication to my craft and passion for storytelling have earned me a reputation as a highly respected article writer.