Political Ads on Facebook & Instagram: What You Need to Know
By Jaci Schreckengost
Especially in an election year, but always, social media platforms aim to increase the transparency of their political ads.
Since Facebook and Instagram are two of the biggest platforms — especially for campaigning — it’s important to understand the rules and regulations around the ads. Whether you’re a candidate, a voter, or a social media manager for a campaign, this can help you sort everything out.
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What is a political ad?
Facebook defines “ads about social issues, elections or politics are made by, on behalf of, or about a candidate for public office, a political figure, a political party or advocates for the outcome of an election to public office; or about any election, referendum, or ballot initiative, including “go out and vote” or election campaigns; or about social issues in any place where the ad is being placed; or regulated as political advertising.”
Why is transparency so important in these ads?
The need for transparency in political ads has swiftly increased. Many voters and constituents feel that they are being misled by politicians who prioritize their campaign over the truth.
Social media platforms, such as Facebook and Instagram, have implemented authorization processes because of this. Before any ad that is considered political is posted to Facebook, it is sent through an authorization process to ensure it is true.
After reading this, it may seem a little daunting, but as long as you follow the guidelines, you’ll be good to go.
There is an authorization process that all political ads must go through before they can be published on any of the platforms. Every ad must also state who paid for the ad, which can help show viewers underlying intentions.
There are different types of regulations for each country. Facebook created a great chart to show what types of posts do and do not require authorization and disclaimer. This chart can be very beneficial if you’re not sure if your post will be considered political or not.
Political advertisements can be great for your campaign, but it’s important to be sure you’re following all regulations to increase transparency and the number of viewers that see your ad.