The rise of AI-generated content has further complicated the situation of safeguarding the integrity of elections and prevent the manipulation of voters through misleading content. as such content can go viral quickly, especially when shared through algorithms on social media platforms. This makes it crucial for authorities to stay vigilant and responsive, constantly assessing the potential impact of AI on election integrity.
In recent elections, far-right politicians have gained significant traction thanks to their innovative use of social media platforms like TikTok. This rise can largely be attributed to the unique advantages that TikTok offers in terms of reaching younger, often disengaged voters and bypassing traditional media channels. TikTok’s user base is predominantly young, with many users aged 18-44. Far-right politicians, like Călin Georgescu in Romania, have capitalized on this by creating relatable, engaging content that speaks directly to the concerns of younger voters. Through viral videos and influencer partnerships, they have managed to engage this demographic, which has often felt overlooked by mainstream political elites.
TikTok’s algorithm plays a key role in boosting content. When users engage with videos related to politics, TikTok’s algorithm suggests similar content, amplifying the reach of far-right messages. This ability to rapidly expand a message’s audience is something traditional media struggles to match, giving politicians like Georgescu an edge in reaching voters who may not otherwise be exposed to their campaigns. Politicians have also leveraged the perceived authenticity of social media. By using influencers and coordinated accounts that mimic grassroots support, their messages appear genuine and unmediated. This authenticity resonates particularly with younger voters who are often skeptical of traditional political advertising.
TikTok allows far-right candidates to position themselves as outsiders, challenging the political establishment. This appeals to a growing number of voters disillusioned with mainstream parties. Social media provides a direct line to these voters, enabling far-right politicians to communicate their anti-establishment messages more effectively than ever before.
Finally, TikTok thrives on viral content, where short, shareable videos can rapidly spread across the platform. Far-right candidates have embraced this culture, creating content that grabs attention and is easily shared. This viral effect has helped spread their political ideologies widely, making social media a powerful tool in modern political campaigns.
Concerns about Algorithmic Boost for One Politician Over Another in Electoral Campaigns
The ‘algorithmic boost’ that social media platforms like TikTok provide to certain candidates can be deeply concerning in the context of electoral fairness. These platforms use complex algorithms that determine the visibility of content based on user engagement and personal preferences. This creates an environment where some candidates receive more exposure than others, not necessarily because of the merit of their messages, but because of how their content is amplified by the platform’s algorithm.
When one candidate’s content is pushed to more users due to algorithms that prioritize engagement, it can lead to an unbalanced playing field. For example, if a candidate is able to generate viral content, they may have significantly higher visibility than opponents, even if they lack the same media presence or traditional political experience. This creates a situation where voters are more likely to be exposed to certain candidates’ messages, potentially influencing their opinions and decisions in ways that are not based on the candidates’ overall policies or capabilities, but rather on the reach facilitated by the algorithmic promotion.
Algorithms also allow campaigns to target very specific demographic groups, often leading to content that appeals to voters’ existing beliefs. This can reinforce political polarization, as candidates can create content tailored to niche groups, bypassing more general public discourse. Moreover, social media platforms, particularly TikTok, have been criticized for their role in spreading misinformation and manipulating public opinion. Candidates can use covert tactics, such as hiring influencers or using fake accounts, to subtly promote their messages without clearly marking it as paid content. This raises concerns about transparency and the integrity of the electoral process.
The algorithmic boost can also lead to voter manipulation. Since platforms like TikTok prioritize content that engages users, sensationalized or emotionally charged messages often get more attention, even if they are misleading or shallow. This not only skews the types of messages that gain traction but can distort public perception, as voters may form opinions based on viral content that is not fully representative of a candidate’s policies or qualifications.
In the case of Georgescu, “TikTok emphasized that the accusations suggesting that Călin Georgescu benefited from superior presence on the platform to gain more votes than other candidates in the presidential elections are misleading.
‘This inaccurate information about the elections in Romania is deceptive because most candidates established a presence on TikTok, and those who won also campaigned on other digital platforms, beyond ours. We strictly enforce our Community Guidelines against electoral disinformation and deceptive behavior, and we have proactively collaborated with the Electoral Commission to launch an Electoral Center within the app to promote reliable information about the elections in our community in Romania. We do not accept paid political advertisements and ask everyone to adhere to our Community Guidelines, which we continuously enforce,’ said a TikTok spokesperson.”[1]
Social Media and Election Integrity: Insights from Romania’s TikTok
In Romania’s case, regulators have been slow to address the challenges posed by social media in election campaigns, as traditional media campaigns are tightly regulated, while platforms like TikTok operate with far more flexibility. TikTok’s algorithmic amplification of certain candidates, such as Călin Georgescu, without adequate oversight, raises concerns about fairness and transparency in the electoral process. Additionally, the European Commission has launched an investigation into TikTok’s compatibility with the Digital Services Act (DSA), which could have significant implications for how platforms regulate political content and disinformation. Social media bans are not the solution, as they risk restricting free expression and democratic engagement. Instead, Romania needs to implement clearer, enforceable regulations for digital platforms, ensuring that political content is transparently labeled, misinformation is tackled effectively, and all candidates are treated equitably across platforms.
If the elections had been held without the influence of social media, the dynamics of campaigning and voter engagement would have likely been very different. Social media platforms like TikTok have become central to modern political campaigns, especially in reaching younger, digitally-savvy voters. Without this powerful tool, candidates would have been forced to rely more on traditional forms of campaigning, such as television, radio, print media, and face-to-face interactions. While these methods can reach a broad audience, they are less targeted and would have required greater investment in advertising across multiple channels.
In the case of Călin Georgescu, an independent candidate without the backing of a major political party or substantial campaign funds, it’s unlikely that he would have gained significant traction without TikTok’s reach. Social media allows candidates to engage directly with voters, share personal content, and respond to questions in real time, creating a sense of accessibility and authenticity. Without these tools, his ability to rapidly spread his messages, mobilize supporters, and generate grassroots support would have been severely limited. Instead, campaigns would have relied more heavily on top-down, controlled messaging, rather than the interactive and organic exchanges that platforms like TikTok facilitate.
Now again one potential upside of holding elections without social media is that it could reduce the risks of deepening political polarization. Without algorithms tailoring content to users’ existing beliefs and preferences, candidates might have to address a broader spectrum of voters. The potential for echo chambers and the manipulation of voters through targeted disinformation could be mitigated.
One of the main criticisms of social media in elections is the spread of misinformation and the manipulation of public opinion through paid campaigns, influencers, or algorithmic amplification. Without social media, the ability to spread false narratives or manipulate voter sentiment through viral content would be limited, potentially leading to a more honest and transparent electoral process.
In the absence of social media, candidates with more financial resources to purchase ads on traditional platforms (TV, radio, etc.) would still have an advantage, but the disparity in reach and visibility between candidates might not be as pronounced as it is on social media platforms. Smaller or lesser-known candidates might struggle to reach a wide audience, but the influence of algorithms promoting certain candidates’ content would be reduced.
In fact, while social media undeniably offers significant advantages in terms of voter engagement and message amplification, its absence in elections could lead to a more traditional, potentially less polarized, and arguably less manipulative form of campaigning. However, it would also require candidates to adapt to older, less direct means of connecting with the electorate, and potentially could reduce voter turnout among younger demographics that are more engaged through digital platforms.
TikTok’s Role in Romania’s Elections: Implications for the Future of EU Democracy
Romania’s election experience with TikTok highlights several critical issues that may shape the future of elections in the European Union, particularly as social media continues to play a dominant role in modern campaigns. The debate over TikTok’s influence on Romania’s presidential election is an insight into the evolving intersection between social media, politics, and democratic processes.
As seen with Călin Georgescu’s campaign, social media platforms, particularly those with complex algorithms like TikTok, can significantly amplify the visibility of candidates, often bypassing traditional media channels. In future EU elections, this could mean that social media platforms – especially those that prioritize viral, user-driven content – will become even more central to political campaigns. Politicians will increasingly rely on social media to reach and engage voters, particularly younger demographics, making digital strategy a key component of campaign planning.
The issue of TikTok providing an algorithmic boost to certain candidates raises concerns about fairness in elections. Platforms like TikTok prioritize content that resonates with users, meaning candidates who can generate viral content are more likely to reach large audiences, regardless of the quality or veracity of their messages. This can lead to uneven exposure, where well-funded or media-savvy candidates are amplified far more than others, creating an imbalance in voter information. This problem could extend to the entire EU, where elections may see increased reliance on platforms with opaque algorithms that might inadvertently favor one candidate or party over another.
Misinformation is another pressing concern highlighted by Romania’s election. The platform’s ability to rapidly spread both accurate and misleading content to millions of users creates a high-risk environment for electoral manipulation. For future EU elections, this underscores the need for stronger regulation around the use of social media in politics. Platforms must take greater responsibility for the content shared on their platforms and ensure that political campaigns adhere to rules regarding transparency, factual accuracy, and non-manipulative tactics.
Romania’s case highlights the challenges faced by electoral authorities in keeping up with the rapidly evolving landscape of digital campaigning. In the case of TikTok, concerns arose regarding certain candidates potentially benefiting from preferential treatment, particularly when some content did not meet the transparency standards required for political campaigns. This underscores the need for clear and comprehensive regulations governing social media use in future EU elections. Electoral authorities must ensure that political content on platforms like TikTok is monitored, labeled, and regulated to meet the same standards as traditional campaign materials. In the case of Georgescu, TikTok has stated that the transparency requirements were fulfilled.
According to TikTok: “Mr. Georgescu’s account was labeled as a TikTok account of a government, politician, or political party (GPPPA) in the same way as any other candidate on TikTok and was subject to exactly the same rules and restrictions. It is categorically false to claim that his account was treated differently from any other candidate’s. When the Romanian authorities contacted us to report a series of videos that lacked identifiers, which candidates themselves were legally required to add – just as is the case on several other platforms – we took action on these videos within 24 hours,” said a TikTok spokesperson in response to a request from StartupCafe.ro.[2]
For future EU elections, establishing robust and transparent rules will be essential in maintaining fair electoral practices and preventing undue advantage through digital means.
TikTok’s Chinese ownership has raised national security concerns in some EU member states, and Romania’s election experience is a case in point. There are fears that foreign-owned platforms could be used to influence public opinion, not just through algorithmic amplification but also through the spread of misinformation or subtle political messages designed to sway voters. As more EU countries face elections in the coming years, concerns about foreign influence will likely intensify. The EU will need to address the role of foreign-owned platforms in elections and consider whether additional oversight or regulations are needed to safeguard democratic processes.
The Role of Traditional Media vs. Digital Campaigning
Romania’s presidential candidates, including Călin Georgescu, used a mix of traditional media (TV, radio, print) and digital platforms like TikTok to connect with voters. While TikTok played a significant role in amplifying certain messages, candidates were still dependent on traditional media to reach broader audiences. This highlights a potential future trend in EU elections where candidates must balance traditional campaign strategies with the demands of the digital age. Understanding how social media and traditional media interact will be crucial for candidates and election organizers in shaping effective and ethical campaigns.
Given the challenges posed by TikTok’s algorithmic amplification and potential misinformation, there is a growing need for media literacy and voter education. TikTok has taken steps to educate users about recognizing disinformation, but the EU must expand efforts to help voters discern credible political information in the digital age. This includes educating citizens about the impact of algorithms on their exposure to content and providing resources to identify biased or manipulated political messaging. In the context of future EU elections, promoting media literacy will be essential for ensuring that voters make informed decisions.
The issue of misinformation during elections is of particular concern, especially with the increasing influence of digital platforms like TikTok. As seen in Romania’s recent presidential election, misinformation can spread rapidly on social media, amplifying misleading content and potentially influencing voters. In response to similar risks, governments, such as Singapore, have implemented strict regulations to combat the spread of false information. Singapore’s government has passed new laws that make it a criminal offense for anyone to portray a candidate doing or saying something they did not during an election period. This move is designed to safeguard the integrity of elections and prevent the manipulation of voters through misleading content.
As AI technology evolves, EU member states will need to implement guardrails to address the unique challenges posed by these new tools. The approach of being proactive and flexible, allowing regulations to adapt to emerging threats, will be essential in managing the risks posed by AI-driven misinformation and ensuring fair and transparent elections both across the EU.
[1] “Reacția TikTok după acuzațiile CSAT: „Este categoric fals să pretindem” că profilul lui Georgescu a fost tratat diferit de ale celorlalți candidați” by Denisa Craciun
(https://www.startupcafe.ro/afaceri/reactia-tiktok-acuzatii-csat-fals-pretindem-profil-georgescu-tratat-diferit-candidati.htm?utm_source=hotnews.ro&utm_medium=referral&utm_campaign=feed_feeds_feedburner_com_Startupcafero_sidebar_links)
[2] “Reacția TikTok după acuzațiile CSAT: „Este categoric fals să pretindem” că profilul lui Georgescu a fost tratat diferit de ale celorlalți candidați” by Denisa Craciun
(https://www.startupcafe.ro/afaceri/reactia-tiktok-acuzatii-csat-fals-pretindem-profil-georgescu-tratat-diferit-candidati.htm?utm_source=hotnews.ro&utm_medium=referral&utm_campaign=feed_feeds_feedburner_com_Startupcafero_sidebar_links)
