# Paying for Views: Solving Transparency and Accountability Risks in Online Political Advertising URL: https://www.transparency.org/en/publications/paying-for-views Type: Publication or report Published: 2021-03-11 Updated: 2021-03-11 --- 11 March 2021 The rapid rise of online political campaigning has made most political financing regulations obsolete, putting transparency and accountability at risk. Digital advertising has obscured who is behind an ad, how much the ad costs and whose money is paying for the ad. In too many countries, virtually any internet user with a credit card can pay to promote political content and circumvent laws. Worse, domestic or foreign actors can invest financial resources in inauthentic behaviour – through bots or fake accounts – to amplify divisive political messages or advance illegitimate interests. The finance of online political advertising is hard to scrutinise. In the absence of regulation advertising volumes might be unlimited, allowing opaque cash to flow into digital spending. Parties and candidates can micro target their online ads to very narrow groups of voters, excluding others from public deliberation. The same ads can spread untruths and misinformation. This use of digital ads weakens the accountability of politicians and erodes the legitimacy of power. Online political advertising could be advantageous too. It opens up opportunities to reach out and connect to voters. Different groups of constituents can use it to bring their own voice to public deliberation. If used strategically, it can help emerging politicians with fewer resources to take advantage of crowdfunding so they don’t have to heavily rely on wealthy donors. To realise the full potential of online political advertising it is necessary to first address its transparency and accountability risks. This report identifies five areas for improvement. ### Related publications ## [Ending Debt Secrecy: Recommendations to the G20 on Anti-Corruption in Sovereign Borrowing and Lending](https://www.transparency.org/en/publications/ending-debt-secrecy-g20-recommendations) Publication • 04 September 2026 Recommendations to the G20 to strengthen transparency, accountability and integrity in sovereign borrowing and lending ## [Monitoring political finance: Compendium of citizen initiatives and good practices](https://www.transparency.org/en/publications/monitoring-political-finance-compendium-of-citizen-initiatives-and-good-practices) Publication • 18 August 2026 This compendium aims to provide ideas for stakeholders interested in monitoring political finance. It presents seven monitoring and disclosure solutions from around the world,… ## [Annual Report 2025](https://www.transparency.org/en/publications/annual-report-2025) Publication • 17 July 2026 In 2025, Transparency International pursued its mission to stop corruption and promote transparency, accountability and integrity at all levels and across all sectors of society. ## [Global Corruption Barometer 2003](https://www.transparency.org/en/publications/gcb-2003) Publication • 03 July 2003 ## Priorities - [Political integrity](https://www.transparency.org/en/our-priorities/political-integrity) ## Regions - [Global](https://www.transparency.org/en/region/global) ![](https://images.transparencycdn.org/images/Paying-for-views-cover.jpg?auto=compress&fit=crop&fm=webp&w=1200) [Download](https://images.transparencycdn.org/images/2021_Report_PayingForViews-OnlinePoliticalAdvertising_English.pdf)