The new platform enables the creation and submission of mandatory political advertising disclosures. SPIR is offering it as a central technical solution for the entire advertising market.
The Association for Internet Development (SPIR) has launched the Politran system, which is designed to help political advertising clients and media organisations comply with new European requirements on the transparency of political communication. The new service enables the creation, management and submission of mandatory political advertising disclosures.
The European Regulation on the transparency and targeting of political advertising introduces new obligations for entities involved in the preparation, commissioning and dissemination of political advertising. This should provide the public with clearer information about what constitutes political advertising, who commissioned it and who is funding it.
The Politran system was developed as a central technical solution for fulfilling these obligations. Advertisers can use it to create political advertising notifications and submit them to publishers. Publishers can then verify the data and, where necessary, add information relating to the publication of the advertisement. The output from the system can then be used directly in the advertising message.
“The new European rules introduce obligations that will affect both political advertisers and the media that publish the adverts. Politran offers them a unified and practical solution that reduces the administrative burden and meets the requirement for transparency in political communication, not only in the online environment,” said Michal Hanák, Chairman of the SPIR Executive Board.
According to SPIR, the system is designed as a neutral infrastructure for the entire market. It is not intended to evaluate political content and does not replace the responsibility of individual entities for the accuracy of the data published.
Politran is available free of charge to advertisers. Publishers pay a fee for its use, which is intended to cover operating costs. The new service expands SPIR’s portfolio of projects alongside systems such as NetMonitor, AdMonitoring and the Advertising Performance Survey.
Source: mediaguru.cz
