Election 2024: Political micro-targeting and privacy issues: the case of Ghana

Personal data is central to this emerging way of seeking to influence democratic processes. Through the amassing and processing of vast amounts of data, individuals are profiled based on their stated or inferred political views, preferences, and characteristics.

These profiles are then used to target individuals with news, disinformation, political messages, and many other forms of content aimed at influencing and potentially manipulating their views. – Privacy International

The 2024 elections in Ghana, like many around the world, are set to be influenced by the powerful force of political micro-targeting. This technique, which involves the use of data analytics to deliver personalized political messages to specific segments of the electorate, has become increasingly common in global electoral processes.

While it offers political campaigns a means to connect with voters more effectively, it also raises significant privacy concerns, especially in a country like Ghana where data protection laws are still evolving.

Understanding Political Micro-Targeting

Political micro-targeting is the process of tailoring political communication to specific groups or individuals based on data about their preferences, behaviours, and demographics. This data can be collected from various sources, including social media platforms, voter registration records, online activities, and even purchasing behaviour. By analysing this data, political campaigns can create highly personalized messages that resonate with particular segments of the electorate.

In the context of the 2024 elections in Ghana, political micro-targeting is likely to play a crucial role. With increasing internet penetration and the widespread use of social media, Ghanaian voters are more connected than ever before. This connectivity has provided a rich source of data for political campaigns to mine and use to influence voter behaviour.

The Rise of Micro-Targeting in Ghanaian Politics

In recent years, Ghanaian political parties have become more sophisticated in their use of technology and data analytics. The 2016 and 2020 elections saw the increasing use of digital campaigns, with parties leveraging social media platforms like Facebook, Twitter, and WhatsApp to engage with voters.

As the 2024 elections approach, it is expected that political campaigns will further refine their strategies, using micro-targeting to reach voters with specific messages tailored to their interests and concerns.

For instance, a political party might use data to identify young, urban voters who are concerned about unemployment and send them targeted messages about job creation policies. Alternatively, they might focus on rural voters with messages about agricultural support. This level of precision allows political campaigns to maximize their impact and potentially sway undecided voters.

Privacy Concerns Arising from Political Micro-Targeting

While political micro-targeting can be an effective campaign tool, it also raises several privacy issues that cannot be overlooked. The collection, analysis, and use of personal data for political purposes can lead to the invasion of privacy and the misuse of personal information. In Ghana, where data protection awareness is still growing, these concerns are particularly pressing. The following are some of the privacy concerns associated with political micro-targeting.

Lack of Transparency

One of the main privacy concerns related to political micro-targeting is the lack of transparency in how personal data is collected and used. Many voters are unaware that their online activities are being monitored and analysed for political purposes.

This lack of transparency can lead to a situation where individuals are targeted with political messages without their knowledge or consent, raising ethical questions about the fairness of the electoral process.

In Ghana, there is limited public awareness about data privacy rights, and many voters may not fully understand how their data is being used. This creates an environment where political campaigns can exploit personal information without accountability, undermining the integrity of the democratic process.

 Data Security and Breaches

Another significant concern is the security of the data used in political micro-targeting. If sensitive personal information falls into the wrong hands, it could be used for malicious purposes, such as identity theft or fraud.

In Ghana, where cybersecurity measures are still developing, the risk of data breaches is a real threat. Political campaigns often collect large amounts of data, which may include sensitive information such as political affiliations, religious beliefs, and personal opinions. If this data is not adequately protected, it could be vulnerable to hacking or other forms of cyber-attacks, potentially exposing individuals to harm.

 Manipulation and Misinformation

Political micro-targeting also has the potential to be used for manipulation and the spread of misinformation. By tailoring messages to specific groups, political campaigns can exploit voters’ emotions and biases, potentially leading to the spread of false or misleading information. This can have a polarizing effect on the electorate, deepening divisions and undermining trust in the political process.

In Ghana, where misinformation has been a growing concern in recent elections, the use of micro-targeting could exacerbate this issue. For example, a campaign might use micro-targeting to spread fear-mongering messages to specific groups, influencing their voting behaviour based on false premises. This not only distorts the democratic process but also raises serious ethical questions about the use of personal data in politics.

 Informed Consent and Data Ownership

The issue of informed consent is central to the debate around political micro-targeting. In many cases, voters may not be aware that their data is being collected and used for political purposes. Even when they are aware, they may not have given explicit consent for their data to be used in this way.

This raises questions about the ownership of personal data and the rights of individuals to control how their information is used. In Ghana, the Data Protection Act, 2012 (Act 843) provides a legal framework for data protection, but enforcement and public awareness remain challenges.

Many voters may not be fully aware of their rights under this law, making it easier for political campaigns to use their data without proper consent. This lack of informed consent undermines the principle of individual autonomy and raises serious ethical concerns.

 Impact on Political Equality

Political micro-targeting can also have implications for political equality. By focusing on specific segments of the electorate, political campaigns may neglect other groups, leading to unequal representation in the political process.

This can result in certain issues being prioritized over others, based on the interests of the targeted groups, rather than the broader needs of the electorate. In Ghana, where there are significant disparities between different regions and socio-economic groups, political micro-targeting could exacerbate these inequalities.

For example, campaigns might focus more on urban voters who are easier to reach through digital platforms, while neglecting rural voters who may have less access to technology. This could lead to a situation where the interests of certain groups are overrepresented, while others are marginalized.

The Role of Data Protection Laws in Ghana

Given the privacy concerns associated with political micro-targeting, it is crucial to examine the role of data protection laws in Ghana. The Data Protection Act, 2012 (Act 843), is the primary legislation governing data protection in the country. It establishes the Data Protection Commission, which is responsible for overseeing the implementation of the Act and ensuring that data controllers comply with its provisions.

The Act sets out several principles for data protection, including the need for data controllers to obtain informed consent from individuals before collecting their data, the requirement to keep data secure, and the obligation to ensure that data is accurate and up-to-date. It also gives individuals the right to access their data, request corrections, and object to the processing of their data in certain circumstances.

However, despite these provisions, there are significant challenges in the enforcement of the Act. The Data Protection Commission has limited resources, and public awareness of data protection rights is still low. This makes it difficult to hold political campaigns accountable for their use of personal data, leaving voters vulnerable to privacy infringements.

The Way Forward: Balancing innovation and privacy

As Ghana gears towards the 2024 elections, it is essential to strike a balance between the innovative use of technology in political campaigns and the protection of individual privacy. Political micro-targeting has the potential to enhance voter engagement and improve the effectiveness of campaigns, but it must be done in a way that respects the privacy and rights of individuals.

To achieve this balance, several measures can be taken:

Strengthening Data Protection Enforcement:

The Data Protection Commission should be empowered with the necessary resources to enforce the Data Protection Act effectively.

 Increasing Public Awareness:

There is a need for greater public education on data protection rights in Ghana. Voters should be made aware of how their data is being used and what rights they have under the law.

Ensuring Transparency in Political Campaigns:

Political campaigns should be required to disclose how they collect, use, and store personal data.

 Promoting Ethical Use of Data:

Political parties and candidates should commit to ethical data practices, including avoiding the use of data for manipulation or the spread of misinformation.

Expanding Legal Frameworks:

The legal framework for data protection in Ghana should be expanded to address emerging challenges related to political micro-targeting.

Conclusion

As the 2024 elections approach, political micro-targeting will undoubtedly play a significant role in shaping the outcome. While this technique offers many benefits, it also raises serious privacy concerns that must be addressed. In Ghana, where data protection laws are still developing, there is a pressing need to ensure that the use of personal data in political campaigns is done in a transparent, ethical, and legally compliant manner.

By strengthening data protection enforcement, increasing public awareness, and promoting ethical data practices, Ghana can ensure that its electoral process remains fair, transparent, and respectful of individual privacy.

The Author is a Data Privacy Consultant| Member, IIPGH

For comments, contact author via  ekgadasu@gmail.com  or Mobile: +233-243913077