Limited regulations and transparency gaps complicate oversight of digital campaign spending.

As Ecuador gears up for its 2025 general elections, social media has emerged as the primary battleground for presidential candidates. While platforms like Facebook and Instagram are central to campaign strategies, the regulatory landscape has struggled to keep up, leaving key aspects of this advertising unchecked.

Despite these challenges, the National Electoral Council (CNE) has committed to auditing social media ad spending as part of the $5.49 million cap set for each presidential campaign. Yet, enforcing this oversight is limited, with transparency depending largely on the policies of the platforms themselves.

Among the candidates, Daniel Noboa stands out for his significant digital advertising investment. Over the past 30 days, Noboa has spent $55,700 on Meta platforms (Facebook and Instagram)—a figure over four times that of his closest competitor, Francesco Tabacchi of the Creo movement. In one striking example, Noboa spent up to $1,500 promoting a single video titled “We will not let them return,” which aimed to reach a million viewers within just 20 hours.

Meanwhile, five of the 16 presidential candidates, including Jimmy Jairala (Democratic Center) and Andrea González (Patriotic Society), have yet to spend any funds on Meta-based ads. The disparity underscores a broader trend where some campaigns focus heavily on digital outreach while others remain conspicuously absent from the social media space.

Transparency Issues

A critical issue complicating the CNE’s efforts is the lack of uniform transparency across platforms. Meta provides detailed data on ad spending related to politics, but other major players like Google (which owns YouTube) and X (formerly Twitter) do not disclose similar information for Ecuador. This creates a significant gap in accountability, as ads on these platforms remain outside the CNE’s purview.

Further complicating matters is the role of third-party advertising. Dozens of accounts unaffiliated with official campaigns are spending their own money to promote candidates or attack opponents. The CNE cannot always include these expenditures in official audits, as the Electoral Law contains loopholes that make such activities difficult to regulate.

Enrique Pita, Vice President of the CNE, has highlighted these challenges, expressing frustration over the National Assembly’s failure to address legal gaps. For example, Pita cited a case involving an individual promoting a candidate through banners across Guayas Province. Despite the clear intent, the CNE lacks the authority to attribute these activities to the candidate’s campaign.

A Fragmented Advertising Landscape

In the past month, 700 accounts in Ecuador have paid for Meta ads, yet only 143 have spent over $100. Of these, roughly two dozen accounts are private individuals promoting or criticizing presidential candidates, adding another layer of complexity to campaign oversight.

This fragmented advertising landscape, combined with inconsistent platform transparency and legal ambiguities, underscores the need for comprehensive electoral reform. As digital platforms continue to dominate political discourse, ensuring fair and transparent campaigning will be essential to preserving the integrity of Ecuador’s democratic process.