Meta Ads for Political and Issue Advocacy Groups

Campaigns, nonprofits, activists and brands that argue a side on a public issue all fall under one Meta policy. If your ad is in scope, you need authorization and a “Paid for by” disclaimer in the countries where Meta requires it. This page is the advocacy view; the authorization steps sit on the linked page. Read the linked pages and ask a qualified adviser what applies where you run ads.

Who does the policy cover?

Meta says social issue ads can come from activists, brands, non-profit groups and political organizations, and all must get authorized and use “Paid for by” disclaimers on ads that take a stand on issues within the policy. It treats an ad as in scope when it is made by, on behalf of, or about a candidate, political figure, party or political action committee; about an election, referendum or ballot initiative; about social issues where the ad runs; or regulated as political advertising.

Which topics count as social issues?

Meta’s lists run to ten top-level social issues: civil and social rights, crime, economy, education, environmental politics, guns, health, immigration, political values and governance, and security and foreign policy. Meta says the list varies by country and can change, so check the list for the country you target.

What triggers the rules for election and political ads?

Meta’s review guide says these ads need authorization and a “Paid for by” disclaimer if the content includes, for example:

• advocacy for a politician, candidate or party;
• the name, image or title of a political figure;
• a Page name that includes a political figure’s name;
• advocacy for a change to law or policy, or for or against legislation;
• grassroots advocacy that calls on people to contact an elected official, or sign a petition aimed at one;
• information about voting, such as when and where to vote.

What does Meta’s own wording show for social issues?

Meta says social issue ads need authorization when the content includes discussion, debate or advocacy for or against the issue, in the countries where it applies. Its examples, as the review guide sets them out:

Topic	Needs authorization	Does not
Education	“We need better policies in place to make education affordable.”	“University admission test prep sessions begin on 1 June.”
Environmental politics	“Coal mining is destroying our Great Barrier Reef.”	“Lower your energy bills! Buy our energy-saving refrigerator.”
Guns	“We need gun licensing reform.”	“Attend a course on gun safety starting September 1.”
Health	“Healthcare reform is the most important issue facing our nation.”	“New location, same commitment to care. Visit our clinic today.”

Meta adds that ads about a celebratory day or month, such as Pride, do not need disclaimers unless the content advocates on a social issue.

What if you sell a product or run a charity?

Meta says ads whose primary purpose is selling a product or promoting a service may not be considered social issue ads. That does not apply to products or services about politicians, parties or legislation.

Qualifying charitable and humanitarian organizations can run specific social issue ads across the United Kingdom and the United States. Their ads still need disclaimers and must not include electoral, political or legislative content. Intergovernmental organizations, defined by Meta as three or more sovereign states bound by a treaty, and select advertisers can target several countries with social issue ads, unless prohibited.

Where are these ads not allowed?

Meta says that, in response to the EU’s transparency and targeting regulation for political advertising, advertisers cannot create or edit social issue, electoral or political ads in the European Union. Its Advertising Standards make one exception: voting information placed by election authorities in the EU. Elsewhere, Meta says the authorization process is open to advertisers who reside and are located in the country they target.

Meta also “strongly” encourages advertisers in other countries to get authorized, and says it is up to you to comply with local electoral and advertising laws.

What should you do before launch?

1. Read each ad against Meta’s trigger list and examples.
2. Check the social issues list for each country you target.
3. Start authorization early: Meta pauses and disapproves an in-scope ad that runs without a disclaimer until authorization is complete.
4. Remember that Meta adds every such ad to the Ad Library, authorized or not.
5. Ask a qualified adviser about election and advertising law where you run.

FAQ

Does a Pride month ad need a disclaimer?

Meta says ads about a celebratory day or month, such as Pride, do not require disclaimers unless the ad content includes advocacy for social issues. If your ad argues for or against a policy or right, treat it as a social issue ad in countries where Meta requires authorization.

Does a Page named after a politician need authorization?

Meta’s review guide lists a Page name that includes the name of a political figure, such as “Governor Elisabeth Jones”, among the content examples that need authorization and a disclaimer. Check each ad and your Page name against that list before you publish.

Can a charity run a petition ad?

Meta lists a call to sign a petition aimed at an elected official or governing body as grassroots advocacy that needs authorization. Meta’s charity provision says qualifying charitable ads must not include electoral, political or legislative content. Check both rules, and ask a qualified adviser about your case.