Political parties spent 15m euros on digital advertising in 2024
Belgium’s political parties spent more than 15 million euros on digital ads in 2024, according to AdLens, an association working for more transparency in political advertising.
Parties at all levels spent 11 million euros on Meta and 1.455 million on Google. Combined and including VAT, this gives an expenditure of 15,086,183 euros.
The figure is a record for Belgium since AdLens began reporting in 2020. On both Google and Meta, Belgian parties and candidates are among the biggest spenders in Europe.
Political ads are not tracked separately on TikTok and LinkedIn, where political advertising is not allowed. It is possible to post political ads on X, but not in the European Union.
Top 3 spenders
Flemish conservatives N-VA spent less last year than in previous years on social media – 960,000 euros compared to 1.69 million in 2023 – while the far-right Vlaams Belang topped the list, with its spending rising from 1.7 million to 2.35 million euros. This is the first time that N-VA has been outside the top 3 spenders.
Most of Vlaams Belang’s spending went to the national party channels on Facebook and Instagram.
"It’s high time there was some austerity in campaign funds on social media"
Flemish socialists Vooruit were the second largest advertiser on Meta, with a budget of 1.19 million euros. The far-left PVDA/PTB was in third place, slightly ahead of Flemish Christian democrats CD&V. Among francophone parties, where spending is generally lower, Les Engagés spent the most, at 757,000 euros.
Britain’s Labour party and prime minister Keir Starmer top the list in Europe, having spent a combined 2.7 million euros. They are followed by Hungary’s Fidesz, which spent 1 million in 2024. Vlaams Belang is in third place.
Spending cap
Following the publication of the latest figures, Flemish green party Groen has repeated its call for a spending cap on social media.
“These are staggering sums that could have been put to a much better use. It’s high time there was some austerity in campaign funds on social media,” said Stefaan Van Hecke.
“Every party has the right to inform voters, but it is problematic for our democracy when the highest bidder gets the most space in the public debate,” he said, voicing concern that the rules are set by a handful of billionaires and that moderation and fact-checking on platforms is being phased out.
#FlandersNewsService | © Tom Van Grieken, leader of Vlaams Belang, at a post-election meeting, June 2024 © PHOTO BELGIAN FREELANCE
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