Furthermore, the Recommendation sets out a few general requirements for ensuring fair and transparent campaigns; for example, the right of reply or equivalent remedies should be made available to the candidates and/or political parties, so as to enable them to effectively respond to any statements that might cause them prejudice during the relatively short duration of electoral campaigns. Also, the modalities of disseminating opinion polls should provide the public sufficient information to make a judgment on the value of the polls, while the potential impact of electoral messages just before the elections is mitigated by the provision allowing the member states to consider prohibiting their dissemination on the day preceding voting (“day of reflection”). Moreover, the Recommendation spells out transparency requirements on paid advertising content along with ownership of the outlets (these requirements are detailed by Recommendation CM/Rec(2018)1)78. The above-mentioned guidelines target, first and foremost, linear broadcast (private and public) media with extensions to non-linear audiovisual services of public service media. However, with the shift of political campaigning to the online social media context in the past decade, their effectiveness is proving to be reduced.