Meta Exempts Some Ads From Policy on Social Issues, Elections, Politics

Meta detailed some changes to the process advertisers must go through in certain cases when they are looking to run ads about social issues, elections or politics. The company said in a blog post that advertisers will no longer be required to complete the authorization process for these types of ads or include “paid for by” disclaimers for ads meeting the following criteria: A product or service is prominently shown in use, named or referenced.The ad’s primary purpose is to sell a product or promote a service, even if the content includes advocacy for a social issue.The ad content contains a call to action to purchase or use the product or service. Meta shared two examples of hypothetical ads that no longer needed to follow the requirements for social issues, elections or politics, along with explaining the reasoning behind those determinations: “Our new show, ‘Our Only Future,’ on how we can tackle climate change, will premiere next month in your city. Purchase your early-bird tickets now for €10.” The ad contains a call to action to purchase the product (“early-bird tickets”), and the title of the show isn’t advocating for a social issue.“On Earth Day, it’s time for us to demand that we reduce carbon pollution. Show your support with our new hemp T-shirt. Shop today.” The ad contains a call to action to purchase the product (“hemp T-shirt”), and the product does not contain social issue advocacy messaging. Meta stressed that this update does not apply to ads that promote products or services if those ads are about, by or include politicians, political parties, elections or legislation, adding that the paid for by disclaimer will still be required when ads include social issue advocacy directly on the product, promote free products or services or state that 100% of the profits go to a social issue cause. Hypothetical examples included: “Our speaker series for this year is starting soon. John Smith, economist and founder of a leading finance publication, will speak about the latest market fluctuation and today’s need for tax reform in the U.S. Visit our website to learn more.” The ad does not promote the sale of any tickets or other products or services and discusses a social issue (the economy).“Our leather patches just arrived. Each patch is embroidered with ‘Support refugees.’ Shop now.” While the ad is selling a product (patch), the product includes social issue advocacy messaging (“support refugees,” immigration) on the product itself. Meta said a full list of ads where transparency requirements are still in effect is available here. The company wrote in its blog post, “Our goal with our ads about social issues, elections or politics policy remains to give people more information about ads that may influence public opinion through discussion, debate or advocacy for or against important topics, like health, tax policy, environmental issues or civil and social rights. We continue to evolve this policy and take into account feedback from advertisers, policymakers and researchers. While we narrow the scope of the policy in some areas, we may be more inclusive in others. More details, including additional examples, about this update can be found here.”