{"id":982,"date":"2021-11-21T09:32:30","date_gmt":"2021-11-21T08:32:30","guid":{"rendered":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/21\/facebook-eases-social-issues-ads-policy-to-allow-product-focused-ads-to-run-without-a-disclaimer-social-media-today\/"},"modified":"2021-11-21T09:32:30","modified_gmt":"2021-11-21T08:32:30","slug":"facebook-eases-social-issues-ads-policy-to-allow-product-focused-ads-to-run-without-a-disclaimer-social-media-today","status":"publish","type":"post","link":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/21\/facebook-eases-social-issues-ads-policy-to-allow-product-focused-ads-to-run-without-a-disclaimer-social-media-today\/","title":{"rendered":"Facebook Eases Social Issues Ads Policy to Allow Product-Focused Ads to Run Without a Disclaimer &#8211; Social Media Today"},"content":{"rendered":"<div class=\"cfbc967f0983488262956e73eca9483a\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3859091246952232\" crossorigin=\"anonymous\"><\/script>\r\n<!-- blok -->\r\n<ins class=\"adsbygoogle\" data-ad-client=\"ca-pub-3859091246952232\" data-ad-slot=\"1334354390\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n\n<\/div>\n<p><span><span><span>Facebook has <a href=\"https:\/\/www.facebook.com\/business\/news\/social-issue-ads-updates-selling-product-service\">announced<\/a> an update to its social issues ad policy that will essentially reduce the stringency of its social issues qualifiers, ensuring more ads can run without the \u2018paid for by\u2019 disclaimer notice.<\/span><\/span><\/span><br \/><span><span><span>As a recap, in the wake of the 2016 US Presidential Election, Facebook <a href=\"https:\/\/www.facebook.com\/zuck\/posts\/10104784125525891\">implemented a range of new restrictions and parameters<\/a> around political and issues-based ads, in order to provide more transparency as to who\u2019s funding and promoting pushes designed to influence public opinion.<\/span><\/span><\/span><br \/><span><span><span>A key element within this is the requirement that all <span><span><span><span><span>advertisers who seek to run political or issue ads need to be verified. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span><span>As explained by Meta CEO <a href=\"https:\/\/www.facebook.com\/zuck\/posts\/10104784125525891\">Mark Zuckerberg<\/a>:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><em><span><span><span><span><span>\u201cTo get verified, advertisers will need to confirm their identity and location. Any advertiser who doesn&rsquo;t pass will be prohibited from running political or issue ads. We will also label them and advertisers will have to show you who paid for them.\u201d<\/span><\/span><\/span><\/span><\/span><\/em><\/span><\/span><\/span><br \/><span><span><span>That, essentially, has meant that any Facebook ad relating to any social issue requires both verification and a \u2018paid for by\u2019 disclaimer note, which users can tap on to learn more about the company or organization behind these campaigns.<\/span><\/span><\/span><br \/><span><span><span>But now, Facebook\u2019s looking to <a href=\"https:\/\/www.facebook.com\/business\/news\/social-issue-ads-updates-selling-product-service\">ease back on that slightly<\/a>:<\/span><\/span><\/span><br \/><span><span><span><em><span><span>\u201cBecause the primary purpose of some of these ads is not to engage in advocacy, we&rsquo;re changing the way we approach a subset of them. Advertisers will no longer be required to complete the authorization process or include a \u201cPaid for by\u201d disclaimer to run if we determine an ad includes the below three criteria:<\/span><\/span><\/em><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span>So now, if an ad relates to a social issue, but is explicitly selling a product, as opposed to linking back to advocacy, it won\u2019t come under the same regulation.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span>Facebook has provided a few examples to illustrate the change:<\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><span><strong><em><span><span><span>\u201cNo longer a social issue ad<\/span><\/span><\/span><\/em><\/strong><em><span><span><span><span><span><span><span><span><span><span><span><span>: \u201cOur new show, \u201cOur Only Future,\u201d on how we can tackle climate change will premiere next month in your city. Purchase your early-bird tickets now for \u20ac10.\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/em><\/span><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span>Facebook says that because this ad promotes a product, and doesn\u2019t advocate for a social issue specifically, this would no longer require authorization and the \u2018paid for by\u2019 disclaimer.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><span><em><span><span><span>\u201c<strong>Social issue ad:\u00a0<\/strong><span><span><span><span><span><span><span><span><span>\u201cOur leather patches just arrived. Each patch is embroidered with \u2018Support refugees.\u2019 Shop now!\u201d<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/em><\/span><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span>On the flip side, while this example does promote a product, it clearly states social issue advocacy messaging, so it would still require a disclaimer.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span><span><span><span><span>How that same process relates to, say, an image of a product that doesn\u2019t include the specifics in the text, is probably harder to determine, but each ad is subject to review, and the basic push here is that brands can promote social issue related products and services, so long as the ad doesn\u2019t specifically advocate for action or support, as such. If it does, then they can, of course, still run the ad, but they\u2019ll need to go through the authorization process.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><br \/><span><span><span>But even then, it seems a little confusing. Based on my reading of the three regulations noted above, this last example should actually not be classified as an issues ad, as it is focused on a product as its primary promotional CTA. <\/span><\/span><\/span><br \/><span><span><span>It seems likely that there will be some confusion, but the gist is that Facebook \u2013 or Meta \u2013 wants to make it easier for more brands to run more ads by reducing the onus on them to go through the more stringent steps to promote products that are tangentially related to social issues.<\/span><\/span><\/span><br \/><span><span><span>Honestly, it looks fairly spotty, and fairly open to misuse, but the Facebook ads team will take on responsibility for enforcement, which should hopefully limit any potential gray areas or misuse.<\/span><\/span><\/span><br \/><span><span><span>Though I wouldn\u2019t bet on it. If, for example, I sell t-shirts that say \u2018climate change is a hoax\u2019, but I don\u2019t include that in the caption text, and the ad is for a product, would that be able to slip through the newly formed cracks in this policy? And let\u2019s say I\u2019m working for the oil and gas lobby \u2013 wouldn\u2019t that be an important disclaimer for transparency?<\/span><\/span><\/span><br \/><span><span><span>Either way, the policy has been updated, which will add new considerations for impacted advertisers and organizations.<\/span><\/span><\/span><br \/><span><span><span><em>You can read more about Facebook\u2019s social issues ads policy <a href=\"https:\/\/www.facebook.com\/business\/help\/287622936276216\">here<\/a>.<\/em><\/span><\/span><\/span><br \/>Follow <span rel=\"author\"> Andrew Hutchinson <\/span> on <a href=\"https:\/\/www.twitter.com\/adhutchinson\" class=\"analytics t-article-end-author-twitter\"> Twitter <\/a> <br \/>The new report outlines what&#39;s coming next in the social media marketing sphere.<br \/>Subscribe to Social Media Today for top news, trends &#038; analysis<br \/>Want to share a company announcement with your peers?<br \/> <a class=\"pressrelease-footer-cta__link analytics t-pr-edfooter-start-loud\" href=\"\/press-release\/get-started\/\"> Get started <span class=\"call-out-link__arrow\">\u2794<\/span> <\/a> <br \/>The new report outlines what&#39;s coming next in the social media marketing sphere.<br \/>Get the free daily newsletter read by industry experts<br \/>The free newsletter covering the top industry headlines<\/p>\n<p><a href=\"https:\/\/www.socialmediatoday.com\/news\/facebook-eases-social-issues-ads-policy-to-allow-product-focused-ads-to-run\/610382\/\">source<\/a><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Facebook has announced an update to its social issues ad policy that will essentially reduce the stringency of its social issues qualifiers, ensuring more ads can run without the \u2018paid for by\u2019 disclaimer notice.As a recap, in the wake of the 2016 US Presidential Election, Facebook implemented a range of new restrictions and parameters around [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow1sXXCw:productID":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-982","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/982","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/comments?post=982"}],"version-history":[{"count":0,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/982\/revisions"}],"wp:attachment":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/media?parent=982"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/categories?post=982"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/tags?post=982"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}