facebook
Announcements
·
November 18, 2021

Updates to Social Issue Ads Selling a Product or Service


Over the years, we have heard feedback that our social issue ad requirements should not be applicable for certain ads, and we agree: ads whose primary purpose is to sell a product or promote a service, rather than engage in advocacy, will no longer be categorized as social issue ads.

Our goal with our Ads About Social Issues, Elections or Politics policy remains to give people more information about ads that may influence public opinion through discussion, debate or advocacy for or against important topics, like health, tax policy, environmental issues or civil and social rights.

In many cases, these ads are run by a range of advertisers, like brands, activists or non-profit groups, all of whom have to complete an ad authorization process and include a “Paid for by” disclaimer to promote these topics. But because the primary purpose of some of these ads is not to engage in advocacy, we're changing the way we approach a subset of them. Advertisers will no longer be required to complete the authorization process or include a “Paid for by” disclaimer to run if we determine an ad includes the below three criteria:

  1. A product or service is prominently shown in use or named or referenced in the ad;
  2. The primary purpose of the ad is to sell a product or promote a service, even if the ad content includes advocacy for a social issue; and
  3. The ad content contains a call-to-action to purchase or use the product or service.

Here are some examples:

No longer a social issue ad: “Our new show, “Our Only Future,” on how we can tackle climate change will premiere next month in your city. Purchase your early-bird tickets now for €10.”

Rationale: The hypothetical ad above contains a call-to-action to purchase the product (“early-bird tickets”) and the title of the show isn’t advocating for a social issue.

No longer a social issue ad: “On Earth Day, it’s time for us to demand that we reduce carbon pollution! Show your support with our new hemp t-shirt. Shop today.” (image of green t-shirt with an earth illustration on it)

Rationale: The ad contains a call-to-action to purchase the product (“hemp t-shirt”). The product does not contain social issue advocacy messaging on it.

We remain committed to transparency, and this update will not apply to ads that promote products or services if the ad content is about, by or includes politicians, political parties, elections or legislation. We will also still require authorization and a “Paid for by” disclaimer on certain ads that, for example, include social issue advocacy directly on the product, promote free products or services or state that 100% of profits go to a social issue cause.

For example:

Social issue ad: “Our speaker series for this year is starting soon. John Smith, economist and founder of a leading finance publication, will speak about the latest market fluctuation and today’s need for tax reform in the United States. Visit our website to learn more.”

Rationale:Ad doesn't promote the sale of any tickets or other products or services and discusses a social issue (economy).

Social issue ad: “Our leather patches just arrived. Each patch is embroidered with ‘Support refugees.’ Shop now!”

Rationale: While the ad is selling a product (patch), the product includes social issue advocacy messaging (“Support refugees” - immigration) on the product itself.

Click here to see the full list of ads that continue to require transparency.

We continue to evolve this policy and take into account feedback from advertisers, policymakers and researchers. While we narrow the scope of the policy in some areas, we may be more inclusive in others. More details, including additional examples, about this update can be found here.



Related Articles

More Ways to Reach Customers Through Video, AI-Powered Tools and Improved Ad Formats
Announcements · March 12, 2024

More Ways to Reach Customers Through Video, AI-Powered Tools and Improved Ad Formats

Today we’re introducing new AI-powered tools that provide more information to people at the moment of discovery to give them the confidence to make a purchase after seeing an ad.

Performance Spotlight: Using Advanced Analytics to measure Lowe’s One Roof Media Network
Announcements · March 11, 2024

Performance Spotlight: Using Advanced Analytics to measure Lowe’s One Roof Media Network

Performance Spotlight: Using Advanced Analytics to measure Lowe’s One Roof Media Network

Performance Talks: Ask Me Anything with Nicola Mendelsohn
Announcements · February 27, 2024

Performance Talks: Ask Me Anything with Nicola Mendelsohn

In this special edition of Performance Talks we caught up with Nicola Mendelsohn, Vice President of Meta’s Global Business Group, to grab a coffee

Get Facebook Business news in your inbox.

Sign up for our monthly newsletter for the latest updates, insights, marketing trends and articles from Facebook.