About Fox Hunting
Fox hunting is an activity involving the tracking, chase and, if caught, the killing of a fox, traditionally a red fox, by trained foxhounds or other scent hounds, and a group of unarmed followers led by a "master of foxhounds", who follow the hounds on foot or on horseback.
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Conservative Party targets over-45s with Facebook Brexit ads
The Conservative PartyContent ='JJ Lin'> has been targeting older Facebook users with political adverts about Brexit, according to research by Bbc NewsContent ='JJ Lin'> .
In contrast, younger Facebook users are being shown ads by The PartyContent ='JJ Lin'> on issues such as policing and Mental HealthContent ='JJ Lin'> .
Tory adverts, mostly seen by users over 45, criticise opposition leaders for wanting "to ignore our Brexit vote".
The Lib Dems and Labour both ran Brexit adverts, while Labour's also featured Fox HuntingContent ='JJ Lin'> and The EnvironmentContent ='JJ Lin'> .
ConservativesIn mid-September, the Conservative PartyContent ='JJ Lin'> was running 691 adverts classed as active by Facebook, More ThanContent ='JJ Lin'> any other Political PartyContent ='JJ Lin'> in the UK.
Many of the ads are identical, or minor variations on a theme, run multiple times.
The AdvertsContent ='JJ Lin'> have been viewed between half a million and 2. 6 million times in total.
A Conservative PartyContent ='JJ Lin'> official said many ads were no longer active, even though they appeared to be so.
At least 93% of people shown ads criticising pro-Remain MPs are aged 45 and over.
Phrases used in the ads include:
The analysis looked at any political advert paid for by the Conservative PartyContent ='JJ Lin'> that was live on Facebook at the beginning of the third week of September.
Some adverts had been running for many weeks, though most were published after Boris JohnsonContent ='JJ Lin'> was elected party leader.
Sarah WollastonContent ='JJ Lin'> , now the Liberal Democrat MP for Totnes after leaving the Conservative PartyContent ='JJ Lin'> , is Singled OutContent ='JJ Lin'> in some of these ads.
She is accused of "betraying Brexit" and "defecting" from the Conservative PartyContent ='JJ Lin'> .
How targeting ads on Facebook worksFacebook has about 40 million users in the UK.
An organisation running adverts on Facebook can choose The TargetContent ='JJ Lin'> audience for each ad by gender, age, location, and interests. For example, it would be possible to target Men living in Swindon, aged 45-55, who are interested in football.
In 2018, Facebook launched an to increase transparency around political advertising on the platform.
The library can be searched to find all political ads being run by a specific Facebook page. For each ad, it's possible to check who paid for it and who has been shown the ad broken down by gender, age bracket and nation.
This information doesn't directly show which groups are being targeted by the advertiser but it's possible to infer The TargetContent ='JJ Lin'> gender or age group by analysing whether more Men , women, older or younger people have been shown the ad.
The library also gives approximate figures for how many people have been shown the ad and how much the ad cost.
In addition to The AdvertsContent ='JJ Lin'> funded by the central Conservative PartyContent ='JJ Lin'> , some local Conservative associations have paid for and published ads accusing opposition leaders of "plotting" against Brexit.
These are being shown to older Facebook users at least 88% of the time, and mostly to Men .
Conservative adverts aimed at people under 45 appear to focus less on Brexit and more on policing and Mental HealthContent ='JJ Lin'> .
This difference in Content reflects The DivisionContent ='JJ Lin'> between older and younger voters on the issue of Brexit.
In 2018, Prof John CurticeContent ='JJ Lin'> analysed
"The UK is divided into the under-45s, who, on balance, favour staying in the EU, and the over-45s, who want to leave," he wrote.
Content for under-45s also appears to be targeted by gender - Men in this age bracket see more ads about policing than any other issue.
These show Prime MinisterContent ='JJ Lin'> Boris JohnsonContent ='JJ Lin'> addressing the camera with an informal "Hi folks" and include messages about reducing crime and hiring more police officers.
Women under 45 Make UpContent ='JJ Lin'> over 90% of The AudienceContent ='JJ Lin'> for videos promising better Mental HealthContent ='JJ Lin'> support for new mothers.
Their style and tone is very different to The PartyContent ='JJ Lin'> 's Brexit-focused ads.
A Conservative PartyContent ='JJ Lin'> official said: "Political PartiesContent ='JJ Lin'> run ads to a range of different audiences, including policy-specific ones. Advert targeting will also be affected by who has engaged most with a specific advert. "
Liberal DemocratsContent ='JJ Lin'>Though running far fewer adverts than the Conservatives, the Liberal DemocratsContent ='JJ Lin'> are also targeting Brexit messages towards specific age groups.
In direct contrast to the Conservative PartyContent ='JJ Lin'> 's, the Liberal DemocratsContent ='JJ Lin'> ' ads are about stopping Brexit and are mostly being seen by people under the age of 45.
The Liberal DemocratsContent ='JJ Lin'> are running 66 ads about Brexit, which have been seen between 2. 2 million and 5. 3 million times in total. The PartyContent ='JJ Lin'> 's other 20 active adverts on Facebook are aimed at increasing party membership.
LabourThe Labour PartyContent ='JJ Lin'> is running fewer ads than the Conservatives, with 276 active adverts.
Brexit is one of the issues covered by Labour but as part of a wider mix including Fox HuntingContent ='JJ Lin'> and The EnvironmentContent ='JJ Lin'> .
The AudienceContent ='JJ Lin'> for these adverts leans towards older people, with over 68% of The PartyContent ='JJ Lin'> 's messaging on The EnvironmentContent ='JJ Lin'> and the economy aimed at over-45s.
However, the age-specific targeting by the Labour PartyContent ='JJ Lin'> does not appear to be as polarised as it is for the Conservatives. And there are no issues that appear to be primarily aimed at younger audiences.
Some of Labour's ads do appear to be targeted by gender.
At least 73% of adverts against Fox HuntingContent ='JJ Lin'> are being shown to women. And over 60% of The AudienceContent ='JJ Lin'> for The PartyContent ='JJ Lin'> 's ads about an upcoming general election are being shown to Men .
Other partiesThe other Political PartiesContent ='JJ Lin'> have been running very few adverts - and many have no advertising currently live on Facebook.
With only a few sporadic adverts available to analyse, it is hard to draw any conclusions about whether they yet have a strategy to target specific audiences on Facebook.
How we collect and analyse the data
We used Facebook's ad library to analyse all currently active political ads funded by The MajorContent ='JJ Lin'> UK parties. Information about major UK party campaigns correct as of 16 September.
This includes ads run by parties' main Facebook pages, party leaders' pages, and National PartyContent ='JJ Lin'> pages for Scotland and Wales.
Ads are only included in the library if they have been flagged by the advertiser as being about social issues, politics or elections.
All Political PartiesContent ='JJ Lin'> in the UK would be expected to flag their paid Content .
conservative party, facebook, liberal democrats, labour party, brexit
Source of news: bbc.com
Fox hunting Photos
