Be authorized to run ads about social and political issues on Facebook.

In the last few years, particularly since the last election in the United States (2016), Facebook has vastly changed the requirements for advertisers who would like to put money behind boosted social media posts and Facebook ads that cover certain topics. Typically the issues covered by these additional restrictions and requirements are hot-button issues. The requirements vary from country to country but the goal remains the same. Transparency.

Why does Facebook require extra authorization? Does everyone need it?

Long story short, Facebook wants you to know why you are seeing the content that pops onto your feed and who is paying for it to be there. Social media is a very powerful tool that can influence our beliefs, our habits, and our votes. When it comes to sensitive subject matter it is important to know where your information is coming from so that you can make complete and informed decisions.
News organizations are not confined to these extra protections due to the nature of the industry they are in but they are required to clearly label opinion pieces or endorsements.

What does Facebook consider a social or political issue?

Think about what you heard people talking about right before our own election in October. Ranging from immigration and environmental politics to the economy and foreign policy, these are topics that could often be considered controversial. If you want to advertise in regards to any of these issues you will want to ensure that you go through the popular authorization process or your ad will be flagged and will not run.

So what do I do?

Lucky for you we have sat down and gone through the process so you know exactly what to expect! Facebook has an extremely detailed walk-through that is very helpful and explains why each step is important but with that being said we will still break it down for you.
First, you will need to add some extra security to your personal profile (or the profile of any admin or advertiser on your Facebook page). Using ‘Two-Factor Authentication’ Facebook will verify your profile using a government-issued ID, ie: a passport or driver’s license. (My ID photos were rejected as they were just a tiny bit blurry but once I reloaded them they were approved in a few hours).
Next, Facebook will ask you what country you want to advertise in, for you to upload images of your ID, and will ask for a physical mailing location in which they will snail-mail you a code (I got my code within about a week and a half).
Once you input that code your personal profile is ready to go and you can now move on to setting up your disclaimer: ‘Paid for by __________’. If you want this to say something other than your first and last name you will have to go through a few more verification steps (For a page or business you’ll need a phone number, address, an email and website address, with matching domains.)

All in all

Running ads on sensitive issues can be tricky but if you are running for office, run a not-for-profit/charity, or work in an industry that directly related to these topics they are something to consider. Many people have not yet made the switch and that leaves the door open for a lot of exposure with little competition.
If you have wanted to start advertising on Facebook and don’t know where to start be sure to give us a call today and we can set up an ad campaign that works for you and your business!