Facebook decided on Friday that a type of paid political message could be delivered that overturned many of the rules of social advertising-driven social networks, highlighting the problems that tech companies and regulators have in keeping with the changing nature of political messages provided.
Its policy change comes shortly afterPopular media personalities have used a sneak peek at his accounts to propagate humorous messages to propagate his message, followed by millions of young people. Before the social media explosion, it was clear how an ad was created – and how it was subject to publishing and other rules. On social media, a promotion can buy an advertisement and, under its rules, pay for celebrity and other influential users to spread a message on their behalf.
“This is a new kind of activity that simply did not exist when the rules of Internet political communication were last updated,” said Elen L. Weintraub, Commissioner of the Federal Election Commission.
With this change, Facebook calls “branded content” – items sponsored by general users who are usually paid for by companies or companies. Advertisers pay for influential users to post about their brand directly.
Facebook does not make any money from such posts and does not consider them as advertising. As a result, branding is not controlled by the content, Which requires candidates and campaigns to identify US IDs or mailing addresses and how much they have spent on running each ad.
Until Friday, Facebook tried to stop using this nationally branded content by disrupting the use of a tool designed to help advertisers run such posts on Facebook and Instagram, owned by Facebook. Friday’s rule change would now allow U.S. campaigns to use the tool, but they were allowed to run political ads through Facebook and could reveal who paid for sponsored posts.
In a statement to the Associated Press, Facebook said, “After listening to multiple campaigns, we have agreed that our platforms have a place for branded content in political discussions.” “We are allowing United States-based political candidates to work with creators to handle this content.”
Politicians will still not need to disclose how much the influencers have been paid to run the posts.
The Bloomberg Promotion took an unprecedented step for social media influencers – many followers – to post Bloomberg memes using their Instagram account. Various versions of posts sponsored by the Bloomberg Campaign spread over a dozen influential Instagram accounts, each with millions of followers.
This effort was avoided by most people Rules that tech companies have imposed on political advertising Protecting the US election from malicious foreign and domestic interference and misinformation. Online political ads have been controversial, especially since it was used by Russia in an attempt to influence their 2016 presidential election. In response, Facebook banned a number of rules to prevent its repetition, though it refused to fact-check political ads and even explicitly banned false messages.
The Bloomberg campaign’s meme showed the 78-year-old candidate in a tongue-in-cheek fashion, chatting with popular social media influencers by a name like “Tank Sinatra” to ask them to help raise his profile among young people.
“Can you post a meme that lets everyone know I’m a cool candidate?” Bloomberg F (Asiatic) (astronomy) writes on an exchange that posted an account called Jerry, which has about 15 million followers on Instagram. The candidate then sent a picture of her wearing baggy sugar shorts, orange oranges and a zip-up vest.
F (asterisk) (asterisk) Jerry’s account then replies, “Woof that would cost like a billion dollars” Bloomberg replied by asking where to send the money.
With sponsored posts, the Bloomberg campaign said it was probably reaching out to those who were not interested in the day on their politics day.
“You want to engage people on every platform, and you feel like they’re not getting just a canned generic statement,” publicity spokeswoman Sabrina Singh said of the campaign’s strategy.
Bloomberg’s posts were nothing more than a self-deprecating joke about selling a candidate’s old man appeal, a tactic that was used to sell skin care products or clothing-subscription services until now. However, the lack of oversight and clear rules surrounding influencer marketing makes them suitable for abuse, not to mention their effectiveness in reaching younger audiences.
It is not yet clear if all of the loopholes will be closed as a result of Facebook’s sudden policy change, though the company says the issue represents a new territory and its approach may change over time. The same comes with the control system, which is far behind the technology companies.
Bloomberg declined to speakFor sponsored posts, or if it worked further, the posts did not appear in the Facebook Ads Transparent Library, which tells users how much political ads they purchased and how much money they had spent directly on Facebook or Instagram.
The Bloomberg campaign told the AP on Thursday that Instagram did not need to publish information on sponsored posts earlier this week. With Friday’s changes, posts need to be added to the promotion library, though there is still no need to disclose the expense amount.