This policy document builds on the findings of IFES North Macedonia in-depth study on paid political advertising during the 2024 parliamentary elections. It aims to identify sustainable, long-term solutions to improve the inclusion and representation of women and gender issues in internet portals. The in-depth study noted that in the short term some practical improvements can be made within the existing legal framework—through coordinated efforts by political parties, online portals, and state institutions:
- For political parties, this could include adopting a gender perspective in media communications, ensuring equal gender representation in paid ad design, and allocating a portion of advertising funds specifically for women candidates as part of internal policies.
- Online portals are encouraged to adhere to existing ethical journalism standards and guidelines, formally endorse these instruments to demonstrate commitment, appoint accountable editors to ensure compliance and enhance the portrayal of women, and promote ownership by requiring author attribution and clear source citation.
- State institutions could consider developing guidance that integrates gender considerations in paid ads, leading by example with gender-sensitive materials, expanding reporting obligations to include gender mainstreaming efforts, and exploring institutional options for effectively monitoring gender representation in campaign coverage.
With the above in mind, the brief focuses on three key areas where changes in laws and practice are believed to hold particular potential for impact: 1) media and internet portal regulations and self-regulation, 2) public financing provisions for political parties, and 3) gender-related legislation and guidelines.
This product is prepared within the Project “Money, Media, and Elections in North Macedonia” funded by the UK Government with the support of the British Embassy Skopje. The content of this publication does not necessarily reflect the position or the opinions of the UK Government
