Political advertisers now need to confirm their identity and location on Facebook

Anne Freier

In Mobile Advertising. November 30, 2018

Facebook has begun to enforce stricter political advertising rules in the UK as part of its ad transparency efforts.

Political advertisers in the country will now have to confirm their identity and location before submitting a campaign. In addition, the authorisation process requires them to state who paid for the ad, which are then approved for posting on Facebook and/or Instagram.

Advertisers should be aware that political ads will also be kept for seven years as part of an Ad Library.

All these additional checks mean that it could take a little longer to post a political campaign on Facebook now.

In a blog post, the social media network also encouraged users to report any suspicious ads or those that were not approved.

At the same time, the company has relaxed its rules for publishers whose political news ads were originally falling within the same authorisation process. Now, Facebook said it would no longer archive such ads in order to support credible news organisations. Hence, publishers in the UK will not need to be authorised and their ads won’t be included in the Ad Library.

For 2019, the social site plans to create a news index to determine which publishers should be exempt from Ad Libraries.