Higher transparency will allow users to “gauge the legitimacy” of these ads.
Leading up to the 2020 US elections, Facebook now requires advertisers to share more company information to be able to run political ads. Last year, the social media platform had made authorisation mandatory as a requirement for running social, electoral or political ads.
Failure to comply will result in the ads being paused. Advertisers are now required to share their tax-registered organisation identification number (EIN), a government website domain that matches an email ending in .gov or .mil. Advertisers can also provide their Federal Election Commission (FEC) identification number.
Upon submission, an advertiser will be labelled as a “Confirmed Organisation”. This process will enable users to see who is “trying to influence them”, assess the legitimacy of the organisation and raise any concerns they may have.
[4 minute read]