United we Can has spent more than 20,000 euros in 230 ads on Facebook from the day of calling of elections until this Thursday. The electoral law prohibits any advertising expense in that period. The Central Electoral Board has been called for this Thursday the party to remove his ad is still active. The training dwelling place will choose first to argue that advertising on Facebook is not comparable to the traditional and social media need a different kind of regulation: “social networks do not fit with a traditional format of advertising. By its own functioning, in Facebook you can not reach all your followers organically, and each page must pay to achieve it”, they have said sources from the party to THE COUNTRY shortly after learning of the decision of the JEC.

United we Can has been promoted since the end of September dozens of messages, from the discourses of Paul’s Churches to spots clearly election under the slogan #verdadesincómodas with messages such as “Ana Patricia Botín or Florentino Perez want to continue to decide who governs Spain” or “The PSOE lied to her militancy”.

This Thursday United We had 71 active listings. The most recent was to ask for collaboration in the campaign of the party: “I contributed to the campaign of United we Can by subscribing to a micro! We are the only political force that does not have debts with the banks. Help us to continue”, said one of the variants of these messages.

The national electoral commission has acted upon a petition of Citizens: “it Is a claim that complies with the use of advertising which marks the GOEL [Organic Law on the General Electoral Regime] and that requires us to all the parties. The Board has given us the reason,” say sources in the party of Rivera.

United We are, the more announcements and investment have launched on Facebook since September 25, but they are not the only ones. More Country and Vox have also begun to promote their messages. The formation of Iñigo Errejón has spent at least 1,400 euros in 21 messages in Facebook and Instagram, and Vox has invested about € 1,000 also in 21 ad. The numbers of ads come from the public archive of political ads, which offers Facebook.

The allegations of we Can focus on the argument that, as in the e-mail or sms, the ads are the only way to reach out to all the people who have given you a like on your page Facebook. “The legislation doesn’t yet know how they fit in to the social networks. I have to make my network of volunteers and I am funding my campaign through microcredit, therefore I have to get all my base militant”, say sources the party.

According to an instruction of the Central Electoral Board that appointment of the GOEL, “from the date of publication of the convocation of the electoral process in the corresponding official bulletin until the thirty-seventh day after the call ‘it is prohibited the dissemination of advertising or electoral propaganda by means of posters, media or commercial inserts in newspapers, radio or other digital media'”. These “digital media” does not include, according to the sources we Can, to the social networks.

“Every time we send our 400.000 registered an email newsletter, we’re paying for a mail service to reach a base that you have subscribed to. With Facebook is the same,” say the sources we Can. The difference is that, unlike with email, the ads on Facebook also reach users who are not followers of United we Can. “Also the recipient of an email may forward it”, they defend themselves from we Can. Another key factor in the scope that achieves a message in a network as Facebook is the enthusiasm with which users interact.

PP, PSOE and the Citizens have not made any official announcement on their pages since the last election.

The messages promoted More Country and Vox are also clearly electoral, although in some cases seem to be more evidence that real campaign. “We need to go further, we need to be many more. The future belongs to us, the patriots, not globalists or the separatists. ??? Share this video so that common sense will overflow the polls #10N”, says a message from Vox about a speech by its president, Santiago Abascal, which have spent less than 100 euros, always according to the figures of Facebook. “More Country was born, to put back the country in march. ?Register and participate in the campaign”, says the new formation over a photo of Errejón.

These first tests poll provide insight as to what sectors they want to achieve each of these three campaigns: more than 30% of the public that they point to More Country and Vox are less than 34 years. United we Can is pointing the change in your ads to only 16% of under 34-year-old. Prefer the older: 43% of the public chosen by United we Can in Facebook has more than 55 years. In contrast, the effort of Most Country and Vox does not arrive in time to 30% for this strip.

The match in stripes of Vox and More Country might have caused a proclamation of Abascal is dedicated to the game of Errejón, as seen in the image.

For communities there are also differences. The More Country as we Can opt for the greater, Andalusia, but vary in the following. United, we Can choose Catalonia and Valencia before Madrid, while Most Country points to Madrid, and also Valencia before Catalonia. Vox prefers Madrid and leave to Catalonia in fifth place, behind even of Castilla-La Mancha.

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