The social media is introducing “confirmed organization” label for the United States political advertiser that show government-issued credentials demonstrating their legitimacy.
On Wednesday, Facebook announced that it’s tightening its political ad rules in the US elections, requiring new disclosures for Facebook and Instagram ahead of the United States presidential election in 2020.
All advertisers that are running ads on politics and social issues are required to have to post their personal information, even if the case is that they’re not seeking official labels.
Additionally, advertisers have to comply by October or they risk to have their ads cut off.
Under investigation from regulators ever since Russia used social media to impact the 2016 U.S presidential election, the social media giant has been rolling out ad transparency tools country by country ever since last year.
Since May of last year, the Facebook platform has required the political advertisers located in the U.S to put a “paid for by” disclaimer on their ads. But, the company additionally claimed some had used some very misleading disclaimers – or tried to register as inexistent organizations.
“In 2018 we did see evidence of misuse in these disclaimers and so this is our effort to strengthen the process,” said Sarah Schiff, product manager at Facebook.
Just last year, Vice news journalist managed to place a couple of ads on behalf of figures and groups including U.S Vice Mike Penca, and the “Islamic State”.
Last week, Facebook banned conservative news outlet The Epoch Times from advertising on the platform after it used different pages to push pro-Trump ads.
Ever since the beginning, Facebook Paid Ads have become a major tool for political campaigns to target voters.
President Trump’s re-election campaign has spent approximately 9.6 million dollars this year on ads on the site, making him the top spender among the other 2020 candidates. Note: The data comes from Bully Pulpit, a democratic firm that tracks digital ad spending.
Last year, Facebook started requiring political advertisers to submit a U.S address for mailing, and a valid identity document. Under the fresh new rules, they will additionally have to supply a phone number, business e-mail and website.
In order to get a “confirmed organization” label, publishers have to submit an FEC (Federal Election Commission) ID number, tax-registered ID, or a government domain matching an official e-mail.
Facebook has repeatedly revamped its policies around political ads, which are different based on each county.
Last year in 2018, it launched an online library of political ads, even though the database has been heavily criticized by researches for being poorly sustained and failing to provide useful targeting information.