Flurry of Boris Johnson adverts tested on Facebook

Hundreds of subtly different adverts featuring Boris Johnson have been run on Facebook since he became the UK's new prime minister. The adverts for Mr Johnson were highlighted by Sky News correspondent Rowland Manthorpe, who suggested the party may be "Gathering data for an election". Posting several slightly different adverts can help political parties learn which messages are resonating with voters, before spending more money promoting the most successful adverts. The Conservatives are far from the first political party to test their advertising messages in this way. The Cambridge Analytica data scandal revealed how Vote Leave had micro-targeted political adverts at Facebook users during the 2016 referendum.

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