Facebook Social Issues Ads Policy Update

On Tuesday 29 June, Facebook will expand their ads enforcement policy to social issues, which will require organisations running ads about 10 social issues in Australia to be authorised in advance. This policy extends to the following social issues:

  • Environmental Politics
  • Crime
  • Economy
  • Health
  • Political Values & Governance
  • Civil & Social Rights
  • Immigration
  • Education
  • Security & Foreign Policy
  • Guns

The changes will also include a “Paid for by” disclaimer on your relevant ads, and have ads stored in their publicly available Ads Library for seven years.

Social issues ad enforcement will support Facebook’s measures announced in August 2020 on mandatory ad enforcement for political ads. This will help ensure that ads on the platform are authentic and transparent, and help prevent foreign interference in elections: more transparency leads to increased accountability and responsibility for both Facebook and advertisers, which is good for people and businesses alike.

Find out more

To support the transition to social issue ads enforcement, Facebook will be holding a webinar on Thursday 24 June at 10am AEST. The webinar will outline the purpose and process for social issue ads enforcement, and provide time for Q&A.

To RSVP for the webinar, please register here by 5pm Tuesday 22 June. Please note the webinar will not be recorded.

Want to know more?

Additional resources on social issue ads enforcement are below.

Why are Facebook extending ad enforcement to social issues?

To increase transparency around the ads they show you about social issues, elections or politics, Facebook have measures to help ensure the authenticity of these types of ads on Facebook and all Facebook Products

Facebook believe the collective discussion of social issues by political figures, brands and advocacy groups can influence the way many people think about a topic. Discussion about social issues can help people develop a point of view, influence how people act or who they vote for, which can impact outcomes, like an election or legislation.

Facebook require increased authenticity and transparency on social issue ads to make sure people can see who’s advocating a certain position, so they can make informed decisions at the polls.

What qualifies as a social issue ad?

Facebook’s policy categorises social issues as ads that seek to influence public opinion with content that includes discussion, debate or advocacy in support of or against certain topics.

During ad review, they check the images, text and positioning of an ad, and in some cases the content on the landing page your ad links to determine if the ad falls within the scope of their social issues ads policy and requires increased authenticity and transparency.

Some useful resources

  • You can find more information on why Facebook require authenticity and transparency for social issue ads here
  • Review the Help Center, this Blueprint course and step-by-step PDF guide and policy education deck for more examples of country-specific social issues and types of ads that do or don’t require increased authenticity and transparency.
  • Learn more and watch a video on how to get authorised and to run social issue ads here