Research into the “hidden” general election battle being fought online has revealed the Conservatives are keeping Boris Johnson’s image away from many Londoners.
A study of advertising placed on Facebook by the Conservatives found that most Londoners were not shown Mr Johnson’s image. Instead they were targeted with a different advert featuring Labour leader Jeremy Corbyn and Scottish First Minister Nicola Sturgeon.
If they click on the advert they are also directed to a different web page.
The findings, from pressure group Who Targets Me — which is campaigning for more transparency in online political advertising — suggest the former Mayor of London is seen as more of an asset to the Tories among voters outside the capital.
They also imply Mr Johnson’s campaign team think he might be a turn-off to some voters in Remain-backing London, where he was mayor for eight years.
Online advertising is increasingly used by political parties because it allows them to target voters according to their beliefs, the region they live in and their interests.
Who Targets Me found that, outside London, the advert most used on Facebook by the Conservatives featured a photograph of Mr Johnson against a blue Union Flag backdrop under the caption: “Vote Conservative in xx to get Brexit done.”
But in London, Facebook users were more likely to be sent a Tory advert with an image of Mr Corbyn, Ms Sturgeon and Lib Dem leader Jo Swinson on a red background under a picture of a broken Palace of Westminster.
The caption reads: “Vote Conservative in xx to avoid a gridlocked parliament.”
Those clicking on the first advert are directed to a web page with a Union Flag and a message for Brexit supporters to vote for the Conservatives and not Nigel Farage’s Brexit Party.
But those clicking on the London advert are sent to a different web page, which says the Conservatives will “move on” after Brexit.
Tristan Hotham, of Who Targets Me, said: “We know that this election is being fought online, but very little about how. Voters need more transparency so they can make informed decisions.”
