Whether you’re running for office or not, if you’re using Facebook Pages to connect with your audience, you’ll want to take note of the 2018 Facebook Political Ad Policy. The new policy requires Page advertisers to register with Facebook – including a step that involves old fashioned mail. This extra step to verify advertisers is what Facebook says is how they plan to safeguard against abuse, such as the type of ads purchased by a Russian advertiser linked to the Kremlin in 2016.
The Facebook Political Ad Policy and You
The new process clearly labels political ads with a “Paid for’ message at the top of the message, and creates a public archive users can browse to see what Pages have been advertising.
Facebook automatically screens ads for political content and flags them if admins aren’t previously verified, so the verification process is an obvious choice for those communicating in that field. But this spring, more than political ads are getting caught up in the process. Some advertisers are reporting that posts not necessarily political in nature are getting snagged by the filter. Just ask this restaurant who happened to be located on “Clinton Ave.” It’s a conundrum for some who ran up against this spring’s earlier algorithm shift which promised to down-promote Page publisher content in favor of personal connections, and those who rely on post boosts for traction.
How to Get Verified
What does the Facebook Political Ad Policy verification process actually look like? Here’s a view of what you’ll see if you decide to go for it.
Step one: head to your Page Settings and click on “Authorizations.”
That’s where you’ll find a portal to kick off the process by clicking on “Get Started.”
Step two: enter your secret code.
After you complete the prompts, which require uploading personal information, you’ll receive a page where you can plug in your code. You’ll receive your code in several days via a mailed postcard.
It’s a theoretically rigorous process that means faceless bots can’t purchase ads. But despite its political origins, the expansion into ‘issue’ topics means verification may be a consideration for more than just campaign admins.