"Digital technology has revolutionized how political ads are delivered and consumed, giving political campaigns increased possibilities to target and tailor their messaging to specific audiences—a practice known as political microtargeting (PMT). While PMT has potential benefits for society, it also entails significant risks that have yet to be adequately addressed by regulators around the globe. This report offers fundamental guidance on PMT for policymakers, civil society, and other relevant stakeholders, providing recommendations for action and an overview of possible protective measures. Public discourse has so far mostly focused on PMT cases in the Global North, such as US elections or Brexit, whereas the practice is becoming increasingly adopted worldwide. In lower-income countries, the impact of PMT may be felt even more strongly due to context-specific factors such as lower levels of digital skills and media literacy, higher prevalence of political violence, weaker or non-existent legal and regulatory frameworks, and less resilient democratic institutions. This report contributes to balancing the global coverage by focusing on cases and examples from the Global South. Recent advances in artificial intelligence (AI) have added to the urgency of investigating PMT, as they amplify the capabilities of targeted messaging and intensify the risk of online disinformation though automated generation and manipulation of content." (Executive summary, page 5)