INSUBCONTINENT EXCLUSIVE:
Facebook today revealed that it chosen not to shut down all political ads because that could unfairly favor incumbents and candidates
without resources to buy pricey TV ads
Instead, it now launching its previously announced &paid for by& labels on political and issue ads on Facebook and Instagram in the US, and
its publicly searchable archive of all these politics-related ads that run in the US
That includes ads run by news publishers or others that promote articles with political content.
The labeling won''t just apply to candidate
and election ads, but those dealing with political issues such as &abortion, guns, immigration or foreign policy&
Clicking through the labels that appear at the top of these News Feed ads will lead to the archive, which isn''t backdated and will only
include ads from early May 2018 and after
The archive will hold them for seven years so they can be searched by keyword or Page who ran them
It will also display the ad budget, the and the number of people who saw it, plus aggregated, anonymized data on their age, gender, and
location.
A look at ads run by Donald Trump official page inside Facebook new political ad archive
Any advertiser that wants to run
political ads must now go through Facebook authorization process that requires them to reveal their identity and location, and advertisers
will only have a week grace period starting today before those unauthorized will have their ads paused
Facebook plans to monitor political ads with a combination of artificial intelligence and 3000 to 4000 newly-hired ad reviewers as part of
its doubling of its security team from 10,000 to 20,000 this year.
An example of a &Paid for by& label on an Instagram ad
They reviewers
and AI will analyze these ads& images, text, and the outside websites they point to look for political content
They&ll seek to avoid bias in classification by following guidelines on what constitutes one of 20 political issues from the decades-running
Comparative Agendas Project
Users may also report unlabeled ads, which will then be reviewed, paused, and archived if they&re deemed political
Their buyer will then be required to go through the authorization process before they can buy more.
As part of work with Facebook new
commission investigating social media impact on elections, it plans to provide a database available via a forthcoming API that will let
watchdog groups, academics, and researchers review how ads are being used
These tools will open to other countries in the following months, and Facebook plans to make all ads visible to everyone through a tool
launching in June that now testing in Ireland and Canada.
Facebook chief product officer Chris Cox writes that &We hope that in aggregate
these changes will be a big step to improve the quality of civic engagement in our products, and to keep the public discourse
strong.
Facebook held a conference call to discuss the launch with reporters this morning
Unfortunately it was timed to end just 15 minutes before the news went out, limiting the ability of journalists to write timely, in-depth
You can listen to that call below:
Concerns With Facebook Push For Ad Transparency
While the labels and archive are good step towards
transparency, there are still a number of problems with the program
Most specifically, while the political action committees and organizations that often fund political ads can have confusing or misleading
names that obscure their true purpose
Simply listing those organizations in the Paid For By labels or archive won''t necessarily give users a lot of information about who the
people behind the money are unless they&re willing to go digging across internet themselves.
For example, the notorious conservative
political donors the Koch brothers funnel cash through a PAC called Prosperity Action to fund republican candidates like Paul Ryan
Seeing an ad was paid for by Prosperity Action wouldn''t immediately inform most Americans
On the other side, ads to displace Paul Ryan have been bought by a Page called Stand Up America, which many might not immediately know is an
If Facebook wants to truly give citizens a better understanding of where these political ads come from, it needs to add more info about the
donors and political leanings behind PACs and other big spenders.
Another issue is who will have access to the archive API, since the
Cambridge Analytica scandal all started with an academic researcher accessing Facebook data.
We won''t always get it right
We know we&ll miss some ads and in other cases we&ll identify some we shouldn''t& write Facebook&sGlobal Politics and Government Outreach
DirectorKatie HarbathandDirector of Public PolicySteve Satterfield
But Harbath described on the call how even though all the monitoring of political ads will cost more than the revenue the company earns from
them, Facebook felt it necessary to &makesure people have a way to express themselves and engage in political discourse in a transparent
way.
Ads With Political Content
Posted by Facebook on Thursday, May 24, 2018
These are the exact kind of tools and labels Facebook
should have offered as soon as it began touting its ability to influence elections with its ads over a half decade ago
Better late than never, though
Self-policing in this manner could reduce the urgency of calls to pass the Honest Ads Act that was unveiled last year to bring online
advertising disclosures in line with those for television, though Congress has yet to hold a hearing about.
These changes won''t fix
everything, but they will make it a lot harder for anyone to do what the Russians did during the 2016 election and use fake accounts and
pages to run ads& CEO Mark Zuckerberg concluded
&I hope they&ll also raise the bar for all political advertising online.
