The changes keep coming at Facebook.
As the company works to address the various concerns in the wake of the Cambridge Analytica scandal, they’re rolling out a range of new privacy and transparency tools. The latest update relates to ad labeling and Page management, with new indicators and rules set to come into effect to fix gaps in their system.
First off, on political ads – last October, Facebook rolled out a new system which meant that only authorized advertisers would be able to run electoral ads on Facebook or Instagram, and that any such ads would be labeled accordingly.
To further cover potential abuse of political issues and topics by non-political affiliated groups, Facebook’s now extending this requirement to anyone that wants to show “issue ads”.
According to Facebook, “issue ads” relate to political topics which are being debated across the country, and they’re working with third parties to develop a list of key issues which they’ll refine over time.
“To get authorized by Facebook, advertisers will need to confirm their identity and location. Advertisers will be prohibited from running political ads – electoral or issue-based – until they are authorized.”
But that’s not all!
As explained by Facebook CEO Mark Zuckerberg:
“We will also require people who manage large Pages to be verified as well. This will make it much harder for people to run Pages using fake accounts, or to grow virally and spread misinformation or divisive content that way.”
That’s right, if you manage a “large” Facebook Page, you’ll need to be verified. How, exactly, that new requirement will function in practice is yet to be seen – Zuckerberg says that the company will hire thousands more people to help, and that they’re committed to getting it in place ahead of the 2018 elections.
But what qualifies as a “large” Page? Facebook hasn’t released the full details as yet, nor a complete explanation of whether the current verification requirements will remain in place, or specialized qualifiers will be implemented for Page managers. But as it seems here, Page managers will be required to go through a new verification process to confirm their identities.
Why Its Hot
The verification for page managers is a big deal potentially, depending on how “large” a large page needs to be and how easy it is for managers to be verified. The inability to run ads about political issues until given permission to do so could be a big blow to nonprofits depending on how Facebook goes about the verification process there as well.