Running ads about social issues, elections, or politics requires prior authorization on platforms like Meta (Facebook and Instagram). The process ensures transparency and security, especially during sensitive periods like election cycles. To get authorized, you need to complete several steps, including identity verification and adding proper disclaimers to your ads. This guide provides all the information you need to understand the ad authorization process and run compliant ads.
Why Do You Need Authorisation to Run Ads About Social Issues, Elections, or Politics?
If you’re planning to run ads that touch on sensitive topics like social issues, elections, or political content, authorization is required to ensure transparency and accountability. These ads can influence public opinion and policy, which is why platforms like Meta enforce strict guidelines. Without proper authorisation, your ads may be rejected or flagged, potentially impacting your campaign.
In 2024, Meta has set a restriction period from October 29 to November 5, meaning no new ads related to social issues, elections, or politics can be created or run during this time. Advertisers must ensure their campaigns comply well in advance to avoid disruptions.
What Are the Key Requirements for Ad Authorisation?
To become authorized, you must first meet certain criteria set by Meta. Anyone running ads that discuss elections, political figures, or social issues must be authorized. This includes ads advocating for a particular policy, party, or even discussing general topics like civil rights, environmental activism, or “Get Out the Vote” campaigns.
Ad Categories That Require Authorisation
- Political Candidates or Parties: Any ad supporting or opposing a candidate or political party falls under this category.
- Advocacy for Legal or Policy Changes: Ads promoting legal changes, such as tax reform or environmental policy shifts, require authorization.
- Social Issues: Civil rights, LGBTQIA+ rights, women’s rights, environmental advocacy, and other societal issues are also covered.
Key takeaway: If your ad content touches on any political or social issue that could sway public opinion, you need authorisation.
How Do You Get Authorized to Run Ads About Social Issues, Elections, or Politics?
Step 1: Be a Page Admin or Advertiser
To start, you must be an admin or advertiser on the page where the ads will be run. Without this role, you won’t be able to proceed with authorisation.
Step 2: Enable Two-Factor Authentication
For added security, Meta requires two-factor authentication (2FA) for any advertiser running political or social issue ads. This step helps safeguard accounts from unauthorized access and is non-negotiable for the authorisation process.
Step 3: Provide Identification
You will need to provide government-issued ID or equivalent documentation. Depending on your country, acceptable forms of ID may vary. Meta allows:
- 1 government-issued ID (e.g., passport or driver’s license).
- 2 non-government IDs in some cases.
For example, a U.S. advertiser can use a passport, while a European advertiser may use a combination of government IDs. Identification must match the country your ad is targeting. This ensures that the advertiser is local and operates within the legal framework of the targeted country.
Step 4: Add a Disclaimer (“Paid for by”)
Each ad must include a “Paid for by” disclaimer indicating the sponsor of the ad. This ensures transparency, as users will know who is funding the message they see.
The disclaimer, along with ad details, will remain in Meta’s Ad Library for seven years. The Ad Library includes data such as ad spends, targeting demographics, and impressions.
What Types of Ads Require Review and Authorisation?
Ads that involve elections, politics, or social issues are subject to review and require authorization. This includes:
- Election Campaign Ads: Any ad that advocates for or against political candidates, parties, or elections.
- Political Figure Mentions: If your ad includes images or mentions of political figures, you need authorization.
- Policy Advocacy Ads: Ads discussing or promoting changes to legal or governmental policies (e.g., healthcare reform).
- “Get Out the Vote” Ads: Even non-partisan campaigns that encourage voter participation require review.
How Does the Ad Library Promote Transparency?
Meta’s Ad Library is a key tool for transparency. Every ad related to social issues, elections, or politics is stored here for seven years. This database allows users to search ads and view insights, such as:
- Ad spend
- Target demographics
- Impressions
This level of transparency is intended to prevent misinformation and ensure accountability for advertisers. Even if an ad is incomplete or awaiting authorization, it will still appear in the Ad Library for review.
What Can You Do If Your Ad is Rejected?
If your ad is rejected, it’s usually due to incomplete authorization or missing disclaimers. Common reasons for rejection include:
- Failure to complete the authorization process.
- Incorrect or missing disclaimers.
To fix a rejected ad, you need to:
- Review the reason for rejection.
- Correct any issues with the ad content.
- Resubmit the ad for approval.
Meta allows advertisers to appeal or edit rejected ads to ensure they meet all compliance standards.
FAQs
What happens if I fail to complete the authorization process?
Your ads will be rejected, and you won’t be able to run any social, political, or election-related ads.
How long does the authorisation process take?
The process typically takes a few days, but it can take longer if there are issues with your identification or account settings.
Can I run ads during the election restriction period in 2024?
No, new ads related to social issues, elections, or politics cannot be created or run from October 29 to November 5, 2024.