According to a report by The New Republic, Kamala Harris's presidential campaign has been modifying the headlines of real news articles in Google search results to portray her more favorably.
The campaign is transforming these articles into advertisements by adding a "Paid for by Harris for President" banner above the URLs.
The altered headlines and subheads emphasize support for Harris's accomplishments, potentially creating the impression that certain news organizations are endorsing her when they are not.
For example, an NPR article about Harris's economic plan was given the headline "Harris Will Lower Health Costs" with a subhead stating, "Kamala Harris will lower the cost of high-quality, affordable health care."
Several media outlets, including CNN, USA Today, and NPR, told Axios they were not aware their brands were being used in this manner by the Harris campaign. A spokesperson for The Guardian, another outlet featured in the ads, said they would contact Google for more information about this practice.
While this style of advertising is common in commercial marketing and does not violate Google's rules, it may potentially undermine trust in news organizations.
It is unclear why the Harris campaign felt the need to employ this tactic, given the generally positive coverage Harris has received since President Biden withdrew from the race and endorsed her.
The Guardian spokesperson stated:
While we understand why an organization might wish to align itself with the Guardian's trusted brand, we need to ensure it is being used appropriately and with our permission.
In contrast to Harris's campaign, Donald Trump's team is not running similar ads, according to Google's transparency center. However, Trump has previously edited articles he posted on his social media platform, Truth Social.
Trump has a history of criticizing mainstream media, often referring to journalists as the "enemy of the people" and vowing retribution against the press for what he claims is unfair treatment. This stark difference in approach to media relations highlights the contrasting strategies of the two campaigns.
The use of altered headlines in political advertising raises questions about the impact on public trust in news organizations and political campaigns. While the ads include a disclosure banner, modifying real headlines could blur the lines between journalism and political messaging.
This tactic may also reflect the increasingly competitive nature of digital political advertising, where campaigns are constantly seeking new ways to grab voters' attention in crowded online spaces. However, it remains to be seen whether the potential benefits outweigh the risks of eroding public trust in media institutions.
In conclusion, the Harris campaign's practice of altering news headlines in Google ads has raised concerns among media outlets and observers. While not violating Google's rules, this tactic potentially blurs the line between journalism and political advertising. The campaign's approach contrasts sharply with Trump's antagonistic stance towards mainstream media.
