What do political parties do with your data and what can you do about it?

"Most people aren't aware of their digital footprint," says Varoon Bashyakarla of the Berlin-based Tactical Tech organisation. "Every time you do anything online – visit a web page, 'like' a post, buy a product – you leave information about yourself behind. Information that can be used for purposes that probably haven't crossed your mind." Tactical Tech wants to make people more aware of what happens to their data. Against that background, it's launched a project focusing on the use of personal data for political purposes.

In 2017, the Cambridge Analytica scandal raised public awareness of how personal data can be used for political gain. "That was the first time we got clear insight into the large-scale harvesting and use of Facebook users' data for political campaigns," says Bashyakarla. However, he warns that it would be a mistake to believe that, following the revelations and the policy changes that Facebook made in response, the problem has gone away. "The Cambridge Analytica scandal is the tip of the iceberg."

Dutch law provides few checks on online political influencing

Dutch journalist Marjolein van Trigt carried out a study for Tactical Tech to shed light on political use of personal data in the Netherlands. Her research built on earlier Tactical Tech investigations in sixteen other countries and regions: Argentina, Brazil, Canada, Chili, Colombia, France, Italy, India, Kenya, Malaysia, Mexico, Ukraine, Spain/Catalonia, Sub-Saharan Africa, the UK and the USA. "We always work with local journalists and researchers to develop a thorough understanding of what's happening in a particular place," says Bashyakarla. "Then, by comparing the findings, we identify links and patterns. And that gives us a detailed picture of the global landscape."

In her report, Van Trigt writes that there is no indication that political parties in the Netherlands engage in microtargeting on the scale seen in the US. The US has a system of voting districts, some of which have much more electoral significance than others. As a result, microtargeting can tip an election one way or the other. Because the Dutch electoral system is very different, microtargeting has less potential. Another factor is that Dutch parties have relatively small campaign budgets and therefore less scope for deploying sophisticated technology. However, the services underpinning digital influencing campaigns are becoming more affordable all the time.

On the other hand, Van Trigt believes that, if a Dutch party were to make large-scale use of microtargeting, there would be little opportunity for detecting it. The Political Parties Act currently passing through the Dutch parliament is intended to provide more transparency.

Van Trigt cited a few examples of political microtargeting in the Netherlands by D66, GroenLinks and other parties, albeit dating from the period before the GDPR came into force. Van Trigt also highlighted how VVD and Forum for Democracy collaborated with Made2Matter, an Austrian marketing bureau that claims to have technology capable of measuring people's emotions and thinking. Forum for Democracy also made the news for illegally paying Facebook for users who join the party.

Digital Detox Kit: protect yourself against online political influencing

"The prevailing view is that online political influencing in Western Europe isn't anywhere near as bad as in some countries, such as the US," says Bashyakarla. "While that's generally correct, our research shows that the practice is a global phenomenon. And what happens in one part of the world today can happen in another tomorrow. Online campaigning technology can be deployed anywhere. Just look at the Austrian data-driven consultancy firm that has assisted various parties in the Netherlands."

How can an ordinary citizen even begin to protect themselves? First, it's important to be aware of what's happening. Tactical Tech therefore carries out research and works with journalists to bring their findings to the attention of a wider audience. In parallel, Tactical Tech has published the Digital Detox Kit, providing information about the strategies used by political parties and ways of frustrating them: changing your online behaviour, adjusting the settings on your phone and your social media accounts, regularly deleting cookies and location data, and raising objections to campaigns of the type described.

Tactical Tech has translated the Digital Detox Kit into Dutch and revised the information to reflect Dutch legislation, says Bashyakarla. As part of the Glass Room Plus public library project, the kit has also been adapted for use in libraries and by young people, with support from SIDN Fund.

In the video 'Uw data, onze democratie' (Your data, our democracy) Tactical Tech explains how personal data is collected for political purposes.

As part of the Glass Room Plus public library project, the Digital Detox Kit has been adapted for use in libraries and by young people, with support from SIDN Fund.