Lula's Government Faces Criticism Over R$8.4 Million Income Tax Campaign Spending
Lula's administration escalates social media spending on income tax ads to R$8.4 million, prompting opposition backlash ahead of 2026 elections.
- • Lula's government spent R$8.4 million on income tax campaign ads in 30 days, increasing spending by 360%.
- • More than 90% of Facebook Meta ads on the proposal approval day focused on income tax exemption.
- • The Federal Government leads as the largest purchaser of political ad boosts on Meta.
- • Opposition critiques include labeling the 1988 Constitution as 'socialist' and criticizing STF actions.
- • Election strategies are intensifying amid regional party dissidences in Centrão and opposition challenges.
Key details
President Lula's administration has significantly increased public spending on political advertising related to a new income tax exemption campaign, drawing sharp criticism amid escalating election tensions. According to data from Meta, the government invested R$8.4 million in sponsored social media ads over the past 30 days, representing a 360% rise in expenditures in recent weeks, averaging about R$283,000 daily. Over 90% of the ads active on the day of the federal income tax proposal’s approval focused directly on this issue, making the federal government the largest purchaser of political ad boosts on Meta platforms.
The intensity of this spending reflects Lula’s attempt to bolster the tax exemption initiative's popularity ahead of the October 2026 elections. However, opposition parties have condemned not only this spending surge but also the broader political strategies of Lula’s government, criticizing the Supreme Federal Court's commemorative video on the 1988 Constitution and labeling it "socialist," claiming it emerged from political maneuvering rather than popular demand.
This controversy unfolds as Brazil prepares for the 2026 polls, where political alliances remain fluid. While Lula seeks to consolidate support amid regional party dissidences within the Centrão bloc, opposition figures, including those linked to Jair Bolsonaro’s camp, continue to challenge the ruling party's narratives and policy approaches.
The campaign expenditures and accompanying political debates highlight the government's focus on influencing public opinion through media and the heightened polarization characterizing Brazil's pre-electoral environment.