Facebook has reduced the policy criteria surrounding social issue advertisements which it implemented back in 2016

Facebook during the 2016, US Presidential Elections and since after that had gotten pretty strict with the advertisement policies surrounding the social issues criteria. Any advertisements which highlighted social issues in their advertisement of any sort, needed to be fully authentic, verified and authorized.

This meant that users who wanted to put up advertisement even with slight bit of social issues mentioned in them had to provide their identity and location and upon passing the verification process were they allowed to out up advertisements on Facebook. This procedure also followed a ‘paid by’ notification on the advertisement which was visible to the viewers and showed who was funding that particular ad. Upon clicking the ‘Paid by’ option users could learn more about the funding organizations and its motives.

Advertisers failing to follow these regulations, weren’t allowed to put up ads.

However, looks like Facebook is trying to reduce the restrictions it had imposed surrounding this particular aspect back in 2016.

According to the tech firm, they are cancelling the paid by and identity verification policies for those marketers whose advertisements are not meant to engage in any kid of advocacy. So how will advertisers know if their ads are alright to be published. Well, Facebook has launched three pointers which state which ads are free to post without the verification process.

If any product or service clearly mention or uses its name in the advertisements. Any service whose main motive is to sell the product despite the ad containing a social issue, and do not want to lure their audience as an alternate motive, ‘the ad content contains a call-to-action to purchase or use the product or service.

However, while the pointers still do not cover a lot of aspects and there will still be confusions around what can be posted without the verification and paid by notification and what cannot be, Facebook will be there to help out. Basically, the purpose of Meta with this new change in policy is to make it easier for advertisers to post on their platform and gain a good audience.

What some people though are worried about is that the leniency in the old policy will give advertisers who want to lure users a way to spread misinformation on the platform. However, Facebook ad team will be there to keep a good check on such stuff.

The leniency for advertisers may be a good step, but will the tech giant be able to stop the misinformation spread which is suspected to follow remains a questions.

Photo: Rafael Henrique/SOPA Images/LightRocket / Getty
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