Meta Announces Regulation of Ads on Social Issues in India

Meta (previously Facebook) has announced the introduction of social issue advertising enforcement in India.

Meta stated that the crackdown, which began earlier this month, would require anybody running social issues advertisements on Facebook and Instagram to be allowed and post disclaimers on their ads, allowing consumers to know the name of the person or group running these ads.

Meta stated that it had made major investments in teams and technology over the last several years to better defend elections, empower people to vote, and offer a safe platform to communicate varied opinions.

The new Meta regulations will apply to advertisements centered on nine social issues: environmental politics, crime, the economy, health, political ideals and governance, civil and social rights, immigration, education and security, and foreign policy.

Ahead of the 2019 general elections in India, marketers who wished to broadcast electoral and political commercials were needed to go through the authorization procedure, which required them to use government-issued picture ID and display “Paid for by” disclaimers on their ads. 

The new regulations imply that anybody who wants to run these sorts of advertising in India must first identify their name and location, as well as provide further information about who paid for or published the ad. 

This covered everyone who created, modified, published, or paused advertisements.

Starting in December 2021, Meta will make the same authorization procedure essential for marketers that wish to run social issue advertising on Facebook and Instagram. 

Any Facebook political, electoral, or social issue advertising that lacks the proper authorization or disclaimers will be deleted from the site and preserved in a public Ad Library for seven years.

Meta said that it recognizes that advertisements on social concerns are sensitive, hotly contested, and highly political matters on which the public might be severely divided.

These additional transparency features, according to Meta, are required for advertisers who want to run ads about social issues, elections, or politics, and are intended to promote safe and healthy debate on influential topics, so that people can better understand who is attempting to influence them with ads.

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