Read the Influencers and Political Integrity Report
Popular online personalities who cultivate a following on social media and other digital platforms—commonly known as influencers—have become increasingly visible actors in electoral politics worldwide. Political parties, candidates, governments, civil society organizations, and foreign actors have used influencers for purposes ranging from voter outreach and civic engagement to covert shadow campaigning, disinformation, and coordinated foreign interference operations.
This report supports policymakers, electoral management bodies, and other democracy-facing institutions in deciding whether and how to respond to the growing role of political influencers in election campaigns. Drawing on a systematic review of laws, regulations, and guidelines across 18 countries and the European Union, it examines existing national and international approaches to political influencers. The report concludes with a set of practical recommendations, providing policymakers with a concrete starting point for deciding not only whether to act but how.
Read the Influencers and Elections Report
This report examines the roles of popular content creators on social media, called influencers, in elections. We draw on examples from around the world to showcase the varied political roles influencers take on. Far beyond
simple advertisers, influencers shape narratives, interpret news, and impact voter behaviour. They can also spread mis- and dis- information, be incorporated into foreign interference campaigns, and be used to evade existing laws and regulations impacting elections. The roles we examine are: advertisers, celebrity endorsers, campaign volunteers, media outlets, data brokers, journalists, and lobbyists.
Read and download the Influencers and Elections report in your preferred language.
Suggested citation (APA):
Dubois, E., & Stahl, L. (2025). Influencers and Elections. Pol Comm Tech Lab, University of Ottawa. https://www.polcommtech.com/research/influencers-and-elections
Dubois, E., & Stahl, L. (2025). Influenceurs et élections. Labo Pol Comm Tech, Université d'Ottawa. http://fr.polcommtech.com/aipolitics-report
Other resources
Queen's University 2023 John Meisel Lecture:
Social Media Influencers Are Getting Political and We Aren't Ready For It
This Influencers and Election report has been made possible by the University Research Chair in Politics, Communication and Technology and the Alex Trebek Forum for Dialogue at the University of Ottawa.
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