Get Approved to Run Political Ads on Facebook
Back in May 2018, Facebook implemented an authorization process that is necessary before any Page can run political ads on its advertising platform. This authorization process aims to prevent people from misusing the platform for political purposes.
To get approval to run political ads on Facebook, you have to visit the identity authorization page and go through several verification steps. The steps include identity confirmation with Facebook, linking your ad accounts, and managing your disclaimers.
It's worth noting that how Facebook defines a political ad is quite flexible. This broad definition of political issues may result in your ads getting flagged. As such, it can be beneficial to get authorized even though you may not typically run Facebook political ads.
These crucial nuances are some of the reasons why it's recommendable to hire a reputable digital marketing agency to run your advertisement accounts. Digital marketing experts have in-depth knowledge about paid traffic management to help your organization get the best out of these platforms.
The Checklist Before You Are Authorized
There are conditions that you have to meet before you can start the Facebook political ad authorization process.
1. Page Admin or Advertiser
You have to be the Page advertiser or administrator on the Page that you will be politically running ads. If you're not an advertiser or Page admin, request the admin to add you as one. Only a Page admin can formulate or edit disclaimers for the territory the political ads will run in.
Note that as an advertiser, you can build ads with disclaimers without admin permissions (so long as you're not formulating or editing disclaimers. To mark Facebook ads as about politics and formulate a disclaimer to label the ads with, at least one Page admin must have their identity confirmed by Facebook.
2. Two-Factor Authentication
For authorization, you must have enabled two-factor authentication on your Facebook account. You can set up two-factor authentication on your Facebook account through Facebook settings.
3. Acceptable Identification
You must select from a number of options as confirmation that you have been authorized. They include a valid photo ID, two official documents, and a
notarized form that you can down from Facebook.
Some acceptable identification includes birth certificates, passport, driver's license, marriage certificate, voter registration document, visa, travel pass, or employment verification.
4. Document Accuracy
Your documentation has to list the territory or country you are being authorized for. Your documentation has to be accurate, updated, and should not have expired.
Facebook uses your official document or ID to confirm your identity. This helps prevent certain risks such as ID theft and impersonation and thus ensures the Facebook community is safe.
Note that Facebook doesn't share your identity or documentation on your profile, ads, or with fellow Page and ad account admins. Facebook deletes your documentation or ID within 30 days after confirming your identity and running compliance checks unless required by law.
There are three options for confirming your identity on Facebook. The first option is the desktop platform option. Below are the steps to confirm your identity:
- Log into your Facebook Page. In case you manage your Page through the Business manager, you have to access it via Business Manager to complete the process.
- Go to "Settings" at the top-right corner of the screen.
- Click on "Authorization" in the displayed list to the left.
- Click the drop-down on the "Where do you live? Section and select your territory or country.
- Click on "Get Started" below the "Step One: Confirm Your Identity" option and click "Get Started Again."
- Set up two-factor authentication: (You can skip the following steps if you are already set up)
- Click "Next" on the Secure your Facebook account with a two-factor authentication part.
- Choose a security method and then follow the given steps to complete the setup.
- Click "Next" at the "Enter Your Confirmation Code" part.
- Click "Next" after selecting your preferable settings.
- Click "Confirm Primary Location" on the primary location section.
- Choose the identification type you'd prefer to use and then click "Next."
- Drag and drop or click the images of the type of identification you prefer. Note that the images have to be PNG or JPG files not exceeding 20 MB in size. Also, your ID address doesn't have where you receive posts currently.
- Click "Next" after uploading the image successfully and then click "Finish."
The second option involves navigating directly to www.facebook.com/id.
Below are the steps:
- Click on 'Start Identity Confirmation," then choose "Running Facebook ads about social issues, politics or elections."
- Choose the territory or country you seek to be authorized for, and then click on "Get Started."
- Set up two-factor authentication (again, you can skip this part if you are already set up). The steps for two-factor authentication are the same as described in the above desktop platform option.
- Click on "Confirm Primary Location" in the "Your primary country location" part.
- Choose the types(s) of identification you'd prefer to use. Click on "Next" after selecting.
- Drag and drop or click on the images of the type of identification you prefer. Note that the images you include have to be PNG or JPG files and not exceed 1,500 by 1,000 pixels in size.
- Click on "Next" after uploading the image successfully.
- Click on "Finish" once you're done.
The third option is identification confirmation via the Facebook app (mobile option). Note that, to complete identification through this option, the Facebook apps on iOS or Android have to be v225 (version) or higher. Below are the steps:
- Log in to the Facebook app and press the menu button (it's on the bottom right of the screen).
- Press the 'Settings and Privacy" drop-down option.
- Press "Settings" then tap on "Personal Information."
- Enter the Hub by pressing "Identity Confirmation."
- Select your territory or country on the provided list.
- Set up two-factor authentication (you can skip if you are already set up). Check options 1 and 2 above to view the steps for two-factor authentication.
- Click on "Confirm primary location" in the "Your primary country location" part.
- Choose the type of identification you'd prefer to use and click "Next" following selection.
- Drag and drop or click on the images of the type of identification you prefer. The same requirement for image selection in option 1 and 2 above still applies here.
- Click on "Next" after you upload the image successfully.
- Click on "Finish" once you're done.
Facebook will either approve or deny your photo ID within the next 48 hours. You can try the steps again if you are denied due to the quality of your photo.
If Facebook cannot match your information to your identity, you have the option of downloading a form on the identification notification pop-up area. Once it has been notarized, you can submit the form.
Linking Your Facebook Ad Accounts
You have to issue a list of all the Facebook ad accounts that you will use to run your Page's political ads. You must link these ad accounts to your Facebook Page and create a disclaimer for each one. Below are the steps to link your Facebook ad accounts:
- Navigate to your Facebook Page. In case you manage your Page in Business Manager, you have to access your Facebook Page via Business Manager to complete this process.
- Click on "Settings" (located on the top right corner).
- Click on "Authorizations" on the list to the left-hand side.
- Click on "Begin" under the "Step Two: Link your Facebook ad accounts" part.
- You have to agree with Facebook's Terms and Conditions before you continue the process. Once you've read them, click "Accept."
- Any Facebook ad account that you are an admin or advertiser on will appear automatically by default. You can choose the ad accounts you will use to pay for your Page's Facebook political ads. In case you want to include additional ad accounts, you must have the respective numbers associated with each ad account. Once you get the account IDs, you can include them one at a go and click on "Add." The account information will appear during inclusion. In the "Enable" part, cross the box adjacent to the ad accounts that you seek to use to run your Facebook political ads.
- Click "Next" once you're done.
- Every ad you build may have a "Paid for by" disclaimer. You'll have to formulate a disclaimer for every Facebook ad account that you have added that has information on the party/person responsible for the political ad.
- Click on "Next" when you have added your disclaimers, review the changes, and then click "Submit."
Facebook requires that you include a disclaimer for every ad you mark as being political. You have to formulate a disclaimer that has information on the party responsible for the ad for every Facebook ad account.
To complete a disclaimer, click on “Select Name" in the "Manage Disclaimers" section. Select your Page name or your name as is on official documents (Pages you have created recently may fail to appear on the list). Note that if you select a different name or Page name, you'll have to verify it.
Facebook will require an organizational address, related phone number, own website domain, and email address. You can't complete verification at the time without these requirements. The address you issue has to be accurate.
If you use a Page name in your ad disclaimer, you cannot change the Page name while a Facebook ad is active. The name you provide must match the party or person responsible for the ad.
You will have to verify your email address and phone number. On the "Manage Disclaimers" section, click on "Enter" to verify your phone number. Facebook will contact your phone with a code that you will be prompted to input in the following window.
Facebook must verify your email as well. Click on "Enter" to verify your email address and website on the following window. Facebook will send you an email with a code, which you'll be prompted to input in the following window.
Note that your website domain and email domain have to match. Facebook does not accept common email domains. For Facebook to approve your disclaimer, your website must list the name of the organization you have used in the disclaimer.
Your verification will be complete once Facebook verifies your email address and phone number. Click "Next" once you've included your disclaimers and finished verification.
The disclaimers you formulate have to reflect the person or organization responsible for the Facebook political ads. Your disclaimers are not a replacement for the legally required disclosures and disclaimers. As an advertiser, you are obliged to ensure that your ads are compliant with the applicable laws.
Also, you should not include URLs, acronyms, or profanity in your disclaimers. You must also not imply wrongfully that Facebook-funded your ad.
Facebook reviews every political ad to ensure they comply with their advertising policies. This is another reason why it's advisable to enlist a professional advertising agency's services to run your paid search accounts. They have the time and resources to ensure you are fully compliant and that your ads are not flagged.
Once you have reviewed the disclaimer changes, you can click "Submit." Once you've completed these steps, check out the information Facebook provides on Roles and Permissions. This will help you decide if you're ready to start running political ads on the platform.
Authorizing Your Instagram Account (Optional)
Once you've confirmed your identity, there's an option to authorize an Instagram account if it's linked to your Facebook Page. This step is only necessary if you seek to run political ads on Facebook and Instagram, but your Instagram profile name and Facebook Page name don't match.
Facebook requires this to ensure your Facebook Page and Instagram are related. If this is the case, the authorization steps include:
- Navigate to your Facebook Page and click on "Settings" (on the top right corner).
- Click "Authorizations" on the list to the left.
- Under "Step 3 - Authorize Instagram account," click "Begin."
- Check the "Review this Instagram name" option box.
- If your Facebook Page and Instagram names don't match, include details in the text box explaining why.
- Click "submit."
Facebook will review your request within 72 hours. Once you've completed all the steps in the Facebook ad authorization process, you can now create and run political ads on Facebook.