The difficulty of identifying attack adverts and negative messages.  The content and meaning of a particular broadcast or print advert will not always be clear. A piece of campaign media may not be uniformly and objectively positive or negative in tone. Words are ambiguous, their definition based partly on the experiences and opinions of observers.  Context can also play an important role in determining how a political communication may be perceived. When a scandal breaks involving an opponent, is it legitimate for one of the others candidates in an election to run positive adverts about their own background on a particular topic. If an incumbent is found to be a cuckold, for example, could a challenger run an advert asserting that he was a “good family man”?  Side proposition may choose to respond by creating some variety of independent campaign commission, or by expanding the role of the judiciary. However, this does nothing to address the basic issue of subjectivity highlighted above.