Study suggests that Meta charged more to Lula's campaign

A study by NetLab revealed that Meta charged Lula's campaign significantly more than Flávio Bolsonaro's for ads during the first round of elections. The analysis indicated that the Workers' Party (PT) paid 33% to 43% more to reach the same audience. The research examined 7,677 political ads from August 16 to October 4, using data from Meta's Ads Library. While initial findings suggested a price difference, a methodological review showed no statistically significant differences, leaving uncertainty about pricing fairness. Meta criticized the study's methodology, asserting that ad pricing is determined through competitive auctions, not political affiliation.