Recent Kamala Harris ads have come under scrutiny for potentially misleading viewers into thinking that major news outlets are endorsing her presidential campaign. These ads, discovered in Google search feeds, feature headlines that seem to be from legitimate news organizations but actually contain pro-Harris messages crafted by her campaign, as reported by Axios. Google and the campaign defend this approach as legal, although it has sparked concern among some news outlets and experts.
While television remains a primary form of political advertising, the discreet Google ads suggest that political campaigns are exploring diverse strategies to connect with voters this election cycle. These ads, targeted at specific regions, present headlines such as “VP Harris’s Economic Vision — Lower Costs and Higher Wages,” with messaging promoting Harris’ policies. The ads link to articles from reputable sources like The Associated Press and The Guardian, although the articles themselves do not include the campaign’s messaging.
Concerns have been raised by news outlets such as The Guardian and AP, as they were unaware their articles were being used in this manner. The Guardian expressed the importance of appropriate usage of their brand. The Google Ads Transparency Center indicated that similar campaigns have utilized content from CBS News, CNN, Time, PBS, and USA Today.
While these ads are labeled as “sponsored” and explicitly tied to the Harris campaign, some worry that viewers may mistake the ad content for quotes from the linked articles, potentially skewing perceptions of bias. Additionally, unauthorized political uses of news content, such as an iconic AP photograph of Donald Trump, underscore the importance for news outlets to protect their intellectual property.
Despite criticisms, Google clarified that the ads are distinguishable from regular search results and disclose their funding source. This strategy, while not unique to Harris, signifies campaigns’ quests for innovative voter outreach methods. A surge in advertising on streaming services like Netflix is also anticipated, although traditional television ads, particularly in swing states, are projected to remain influential in the upcoming election.
