Facebook makes UK Political Ads Campaign “Transparent”
- Salman Ahmed
- October 16th, 2018
From 16th October 16, 2018, all the individuals whom to advertise political campaign on Facebook in UK, the only way to publish are by following the new regulations.
From now to post ads for a political campaign, every individual needs to prove his identity, company address and each ad will run with the note saying who paid for it.
Moreover, there will be an online ads publishing records, showing the history of previous publications, the amount you paid, and targeted audience.
No matter if you are a Facebook user or not, these records can be seen by anyone. These new policies are already implemented in USA and Brazil regarding running political ads campaign.
The initiative is looking very impressive, and after what Facebook faced in 2016 US presidential election and GDPR implementation in Europe, this is the only way for the social platform to keep it away from such controversies.
To make November mid-term elections transparent and zero involvement, the online social giant officials trying to make themselves away from any allegations.
Furthermore According to Facebook officials “Russian spending on ads during the Brexit campaign amounted to just £0.73, although the Department of Culture, Media and Sports Select Committee was unhappy with the level of information provided by the company.”
For the first time, if anyone interested in planning an ad regarding political campaigns such as elections, political leaders, manifesto, they will go under the process of verification.
The objective of the verification process is to identify that the advertiser is UK based. For this, they will have to provide personal documents such as driving license, passport or a residence permit, which will be verified by some authorized third party organization.
Searching the records, it is pretty difficult for the user whether which ad is for a political campaign or which ad is not. For this Facebook, official explain how they identify a political ad campaign
“After the ad started running, we determined that the ad was related to politics and issues of national importance and required the label. The ad was taken down.”
“The system allows users to report a political ad as fake news, and if Facebook determines that it does contain falsehoods, it can be taken down. Adverts that have broken the rules remain in the archive so that you can check just how many people it reached while it was on the site.”
In a recent blog by Facebook representatives, they stated that this new policy of making political ad campaigns transparent shows some impressive results. However, they are still bit far away to cut out the misuse of these ads entirely.
“We’re up against smart and well-funded adversaries who change their tactics as we spot abuse.”
Furthermore, last week, Facebook reportedly removed more than 250 accounts and 500 pages which were involved in spamming users with “sensational political content” to gain attention for US mid elections approached.
According to Facebook, “the motives behind the material were financial rather than political, designed to get users clicking on adverts.
The new rules will not necessarily show who has broken the UK’s laws on election spending. The message that must be displayed on any ad will only show who paid Facebook for it, not where their money came from.
That, says Facebook, would be a matter for the Electoral Commission to investigate. In July, the commission found that the Brexit campaign group Vote Leave had broken the law by funneling money for Facebook ads through a youth group. Facebook says in future spending on adverts will be more visible.”
“The goal is to make it transparent so that people can see that – not after the fact, but while the campaigning is going on,” says Rob Leathern, the executive in charge of the initiative.