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Facebook tightens rules on political advertisers.

In a Wednesday blog post, the company said, "People should know who is trying to influence their vote and advertisers shouldn't be able to cover up who is paying for ads...we're sharing additional steps we're taking to protect elections and prepare for the US 2020 election. Those steps include strengthening the authorization process for US advertisers, showing people more information about each advertiser and updating our list of social issues in the US to better reflect the public discourse on and off Facebook...starting mid-September, advertisers will need to provide more information about their organization before we review and approve their disclaimer. If they do not provide this information by mid-October, we will pause their ads. While the authorization process won't be perfect, it will help us confirm the legitimacy of an organization and provide people with more details about who's behind the ads they are seeing. Advertisers will have five options for providing more information, three of which demonstrate they are registered with the US government. If they choose one of the three government resource options, they will be allowed to use their registered organization name in disclaimers and the "i" icon that appears in the upper right-hand corner of their ads will read "Confirmed Organization." In addition to providing their US street address, phone number, business email and a business website matching the email, they must provide one of the following: tax-registered organization identification number; a government website domain that matches an email ending in .gov or .mil; Federal Election Commission identification number...We are also refreshing the list of social issues in the US to a list of 10 categories, rather than 20 distinct subject areas. As we noted when we first announced this policy, the list is meant to be fluid to reflect the public discourse around social issues on and off Facebook that seek to influence public opinion through advocacy, debate or discussion. We also left it intentionally broad as we worked to refine it over time...The shift from 20 subjects to 10 categories does not mean that our authorization process will be less restrictive. We'll continue to capture a range of topics encompassed by the 10 referenced categories...We have also improved our enforcement based on feedback. For example, in the case of ads that discuss, debate or advocate for environmental issues, ads that merely encourage people to recycle or highlight sustainable products won't require these additional steps in order to run. If an ad goes further, however, and advocates for or against things like legislation or a ballot initiative, the authorization requirement will continue to apply. As noted, the categories are evolving, so even while we narrow the policy in some areas, we may expand it in others." [Reference Link]:[]

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Publication:The Fly
Date:Aug 28, 2019
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