Social media as a as a modern tool for conducting election campaigns

Abstract

This paper examines the role of social media in election campaigns from the perspective of Slovak law. It analyses the legal definition of an election campaign and the application of existing legal rules to the online environment, particularly social media platforms. Special attention is devoted to issues related to the transparency of online political advertising, election silence periods, the involvement of influencers, campaign financing, and the dissemination of disinformation. The paper also explores the causes of the identified problems from the perspective of both the legal framework and its practical application. Furthermore, it includes a comparison of selected foreign legal regulations and the current regulatory framework of the European Union. Based on the conducted analysis, the author formulates de lege ferenda proposals aimed at increasing the transparency and effectiveness of the regulation of election campaigns on social media while respecting freedom of expression and other constitutionally protected rights.