Facebook’s ad restriction period (Oct. 27th — Nov. 3rd) — what marketers need to know
As we approach the United States Presidential election on November 3rd, Facebook has introduced a few key measures to combat voter misinformation, suppression, and foreign influence on US elections. If your brand is running paid media on Facebook or Instagram, here’s what you need to know.
Ads about social issues, elections, or politics will be subject to a restriction period from October 27th through November 3rd. During this time advertisers will not be able to create new ads related to these topics.
Ads about social issues, elections, or politics are defined as:
- Ads made by, on behalf of, or about a candidate for public office, political party, or advocates for the outcome of an election.
- Ads about any election, referendum, or ballot initiative, including “get out the vote”, climate change, social justice, or human rights among others.
- Ads about social issues in any place where the ad is being placed or regulated as political advertising.
If you are running ads related to these topics, the following rules need to be followed in order for them to deliver during the restriction period.
- Ads must be set up by a person with a Facebook verified identity that is located in the US. This verification process can take several business days so you’ll want to take steps to complete that as soon as possible.
- Your ad must be reviewed and cleared by Facebook in order to begin running.
- Ads must be approved and deliver at least one impression before 12:00am on October 27th.
During the restriction period, you will not be able to edit your campaign goals, ad placement, copy, creative assets, or destination links. You will, however, be able to edit targeting, budgets, and bids as long as your ad delivered an impression before October 27th.
If your brand is planning to run any social good campaigns during this time you need to take a look at that content to determine whether or not your ads will be restricted. Some examples of restricted content could include a plant-based food brand running a campaign related to climate change, a CPG brand using their platform to raise money or awareness for the Black Lives Matter movement, or any brand referencing COVID-19 in their ad content.
Even if you don’t think your ads fall into the restricted categories, it’s a good idea to create, place, and schedule your ads that you want running during this time well before October 27th. Facebook’s ad review systems are notoriously finicky and reviews by both bots and humans will likely be strict to avoid any PR mishaps on Facebook’s behalf.