How Facebook Ad Transparency Could Affect Your Boosted Posts
Several weeks ago I attempted to boost this post on Mayo Clinic's Facebook page:
It was denied. For this reason:
I attempted to appeal the decision twice through the online appeal process. Twice it was denied. We're flattered Facebook deemed Mayo Clinic's medical supply donation process "an issue of national importance," but were fairly confident the content was incorrectly classified. Digging into the issue, this is what I learned— and what you should know—about Facebook's new ad transparency process and how it might affect your boosted posts.
According to Facebook: Advertisers running ads related to politics or issues of national importance may be required to complete the ad authorization process. Requirements for running ads related to politics or issues of national importance vary by country. The information below is for U.S.-based users.
Why is Facebook requiring ad authorization?
We're making these changes to increase ad transparency and as part of our election integrity on Facebook and Instagram.
We hope that the ad authorization process will help candidates, political parties and other organizations provide people with more information about who's behind the ads they're seeing.
Definition of ads related to politics or issues of national importance
- Is made by, on behalf of, or about a current or former candidate for public office, a political party, a political action committee, or advocates for the outcome of an election to public office; or
- Relates to any election, referendum, or ballot initiative, including "get out the vote" or election information campaigns; or
- Relates to any national legislative issue of public importance in any place where the ad is being run; or
- Is regulated as political advertising.
What will authorization change?
Advertisers will need to disclose who is paying for the political ads. Besides this disclosure, it does not appear that the user's page or posting functionality will be impacted.
How do I become authorized?
In short, to become authorized, advertisers will need to complete the following steps:
- Page admins and ad account admins will submit their government-issued ID and provide a residential mailing address for verification.
- We’ll confirm each address by mailing a letter with a unique access code that only the admin's Facebook account can use.
- Advertisers will have to disclose who is paying for the ads.
However, the full process is a bit more complex. Facebook offers a 20-minute Blueprint training course to guide advertisers through the steps required.
Options if I don't want to become authorized?
If your content does not meet the definition of ads related to politics or issues of national importance and was inaccurately classified, follow the formal appeal process. If your appeal is denied, contact Facebook through the Chat or e-mail function on their support page.
If your content does meet the definition of ads related to politics or issues, of national importance, you will not be able to run the ad until you complete the authorization process.
So, how did our story end? In victory! A real, live person (yes, Facebook has those) reviewed the boosted post, approved without authorization needed, and it became active almost immediately.
Best of luck to you!