DEMOCRACY DISCONNECTED: HOW POLITICAL MICROTARGETING ONLINE UNDERMINES THE DEMOCRATIC PROCESS WITHIN THE EUROPEAN UNION

Abstract

This research examines how political microtargeting (PMT)—the practice of using personal data and sophisticated algorithms to influence individual voters—undermines democratic integrity within the European Union. By analyzing the 2024 Romanian presidential elections, which were annulled due to illegal digital campaigning and foreign interference on TikTok, the author demonstrates the severe risks posed by “echo chambers” and the normalization of extremist views. The study argues that while existing frameworks like the GDPR and Digital Services Act (DSA) offer foundational protections, they remain ill-equipped to handle the evolution of data-driven manipulation and undisclosed influencer marketing. The paper ultimately evaluates the 2024 EU Regulation on the Transparency and Targeting of Political Advertising as a critical, albeit delayed, step toward safeguarding electoral fairness in a hyper-digitalized society.