Information Fiduciaries and Political Microtargeting: A Legal Framework for Regulating Political Advertising on Digital Platforms
Digital technologies have taken individualized advertising to an unprecedented level. But the convenience and efficiency of such highly tailored content comes at a high price: unbridled access to our personal data. The rise of sophisticated data-driven practices, otherwise known as "Big Data," enables large datasets to be analyzed in ways that reveal useful patterns about human behavior. Thanks to these novel analytical techniques, businesses can cater to individual consumer needs better than ever before. Yet the opportunities presented by Big Data pose new ethical challenges. Significant scholarly research has examined algorithmic discrimination and consumer manipulation, as well as the ways that data-driven practices undermine our democratic system by dramatically altering the news ecosystem. Current scholarship has especially focused on the ways illegitimate foreign and domestic operatives exploit the advertising tools of digital platforms to spread fake and divisive messages to those most susceptible to influence. However, more scholarly attention should be devoted to how these digital technologies are exploited by legitimate political actors, such as politicians and campaigns, to win elections. By combining data-driven voter research with personalized advertising, political actors engage in political microtargeting, directing communications at niche audiences. Political microtargeting fits within a broader conversation about data-privacy regulation, as individuals lack sufficient control over how digital companies handle their personal data. The First Amendment currently limits data-privacy reform, so any meaningful changes must reconcile data privacy with the First Amendment. Professor Jack Balkin has argued that online service providers should be defined as "information fiduciaries," or businesses that, because of their relationship with another, have taken on special duties with respect to the information they obtain in the course of the relationship. Because online service providers receive sensitive ...