What You Need To Know About Facebook Ads – Politics And National Importance
Facebook is making big changes to the way ads with political content work on Facebook to help prevent abuse, especially during elections. According to the new policy, advertisers that buy ads related to elections or other political “issues” need to verify their identity with Facebook and disclose who paid for the ad. These ads, and the identity of their purchasers are then preserved in Facebook’s Ad Library for seven years so that anyone can see who paid for a particular ad. Enforcement of these new features and the Political Ads policy began on May 24, 2018. (Updated on June 4, 2018)
What You Need To Know About Facebook Ads: Social Media Agency West London
In this article:
- What are ‘Ads with political content’?
- Guidelines for running a political ad on Facebook
What are ‘Ads with political content’?
Political advertising is advertising that attempts to influence or comment upon a matter which is currently the subject of extensive political debate. Political advertising does not necessarily include all advertising by governments or organisations that are at times involved in the political process, such as lobby groups or interest groups. Such advertising may be regarded as informational or educational rather than political, as determined on a case-by-case basis and complaints about these advertisements which raise issues under Section 2 of the AANA Code of Ethics may be considered by the Ad Standards Community Panel. Political advertising includes but is not limited to election advertising. The number of complaints received about political advertising often increases during election periods.
Guidelines for running a political ad on Facebook
Get authorized: Personal authorization does not expire, and is tied only to your personal account — not the ad account or the Page. Your entire team doesn’t need authorization, but only those who are starting, stopping, or modifying ads with political content.
Bookmark the list of issues of public importance: Working with third-party groups, Facebook identified 20 issues. They’re very broad, and the list is expected to change over time.
It doesn’t matter if you do political news: The classifier is looking at the terms used in ad copy and the landing page, regardless of who the advertiser is. An ad for Arrested Development with the word “Trump” would likely trigger the political news classifier, as could a lifestyle publication running an ad about “health” — one of the 20 issues of public importance.
The name of the ad account is who paid for the ad: The disclosure label will read “Paid for by [ad account],” and the disclosure statement is specific to the ad account. The ad account should make clear the source of the funding. If you’re promoting your own content, it’s “Paid for by [Publication name]”; if you work as an agency and run ads for clients, each client will need its own ad account and unique disclosure statement.