Traditional electoral campaigning is being challenged by new forms of communication channels which are not only a help in spreading a message at a low cost but also make use of specific marketing techniques that best adapt to specific sections of the electorate. Mechanisms such as the use of personalized ads and messages, which are applicable to any field of digital marketing, have been recently used in the electoral arena providing some actors who have access to these mechanisms with a non-transparent advantage. Electoral messages have thus become increasingly personalized. Those who design campaigns do not have to think about the majority of the electorate who have already their mind set on how to cast their vote. As such, they can concentrate on small groups of swing voters. The new campaign techniques provide with the possibility of tailored electoral messages somewhat disguised as general, politically neutral messages. Exercising such hidden influence is facilitated by the use of social platforms, not only because of their data processing algorithms but mainly because they provide with the possibility of directly targeting specific groups of profiles with personalized ads and messages, while the targeted users do not detect the personalisation. With the aid of technology, campaigning techniques have shifted to an evolutionary concept of the one to one or the many to many approach: this is what Joseph Pine calls “mass customization”. Unlike the traditional mass media, which in principle have a declared political colour which is known to the reader, internet providers do not have a declared political line, so that in the absence of a clear indication that the information provided by them is in fact a partisan political ad, the users may be under the impression that such information is politically neutral.