Facebook Ads and the Political Verification Process

 facebook political ads verification

As of April 2018, Facebook now requires an authorization process to run political ads on a Page. This new rules comes on the heels of perceived meddling by the Russian government on their platform over the course of the 2016 elections. Facebook political ads verification is important to have (even if you’re not a political cause or candidate) because Facebook is the sole determiner of what they consider political content.

The changes are outlined on the helpsite, and includes the official criteria for evaluation of ads:

“Ads that include political content are defined as any ad that:

  • Is made by, on behalf of, or about a current or former candidate for public office, a political party, a political action committee, or advocates for the outcome of an election to public office; or
  • Relates to any election, referendum, or ballot initiative, including “get out the vote” or election information campaigns; or
  • Relates to any national legislative issue of public importance in any place where the ad is being run; or
  • Is regulated as political advertising.

You might think that the content on your Page won’t get flagged as being political, but Facebook has created a literal laundry list of no-no ads that can be taken down for pertaining to “national legislative issues of public importance.” Facebook political ads verification should be a priority for any business.

In the United States, this list includes abortion, budget, civil rights, crime, economy, education, energy, environment, foreign policy, government reform, guns, health, immigration, infrastructure, military, poverty, social security, taxes, terrorism, and perhaps most vaguely, values.

When you consider your typical ad content, does it touch on any of those issues? Are you promoting a new educational program for homeschool students or offering a budgeting tool for small business owners? If so, there’s a real chance that Facebook could flag it as political. That means that the time, energy, and resources you poured into creating that ad campaign are lost unless you win the appeal process.

If you think that you can just get ad verified if and when you are flagged, think again. 

The entire process takes 2-4 weeks from start to finish, and involves a lengthy process in which you have to include the last 4 digits of your social security number, and proof of your address. This typically requires you to upload a scan of your driver’s license. After all documentation is in, an actual person cross checks to ensure that you are who you say you are. Point being, get verified now and avoid the hassle and pressure later.

Save these facebook political ads verification badges for your website to let others know that you’ve fulfilled the verification process and to help other small business become aware of these new rules.

Feel free to save these badges:

 

Political Ads Verification Badge
Facebook Advertising Verification

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