The Complexities of Political Advertising

No matter your advertising goals, if you’re using terms like “election,” “voting,” or similar politically charged language, you’ll find multiple hoops to jump through to get those ads running. Digital ad platforms do allow political ads, but that doesn’t mean they make it easy. Navigating these challenges can be daunting, but with the right approach (and the right partner), you can ensure your ads meet platform requirements and avoid pitfalls. 

Before you start creating your ad, you’ll want to ensure you meet the verification criteria.

Each channel has its own criteria for running political ads, but the first step across the board is identify verification of the advertiser. Below is a breakdown of the verification processes for a few major platforms:

META (which includes Facebook and Instagram), has a few requirements for advertisers to run any type of political or social issue campaign. First, you must verify your identity. This process begins with META sending a code to your physical address (yep, good old-fashioned snail mail), which you must verify upon receiving. Once this step is complete, you’ll need to upload your ID for review, a process that typically takes up to 48 hours. Given the time required for verification, it’s essential to start early. We recommend starting the process 90 days in advance of when you want your ads to start running. 

Running election or political ads on Google involves a more detailed verification process. Your billing address must be within the United States, and you’ll need to provide Google with proof of your identity or your organization’s legitimacy through a list of acceptable legal documents. These may include things like government-issued IDs, incorporation documents, or proof of residency. Verification can take several days, so it’s important to plan ahead and submit your materials well before your campaign’s start date.

For political advertising on Snapchat, the process begins with filling out a form that collects information about your organization, your personal details, and specifics about your campaign. Snapchat’s verification is more streamlined compared to other platforms, but it still requires careful attention to detail. The platform reviews your submission and may request additional information or documentation before approving your ads.

Once you’ve navigated the verification processes, the next step is crafting your ad’s language. Political ads are highly scrutinized, and even small missteps in wording can lead to disapproval or, worse, damage to your campaign’s credibility. 

It’s important to avoid language that could be perceived as inflammatory, divisive, or misleading, as this can lead to your ads being flagged by platform moderators or even being reported by users. For example, phrases that imply absolute outcomes or exaggerated benefits (“This policy will solve all our problems!”) are often viewed skeptically and can lead to pushback. Words that seem innocent in everyday conversation might carry a different weight in a political context, so take extra care in your ad verbiage.

Platforms like Facebook, Google, and Instagram have strict guidelines about the content of political ads, and violating these can result in ads being disapproved or accounts being suspended. Make sure you focus on clear, fact-based statements that are both persuasive and respectful of differing viewpoints. The goal is to inform and engage without alienating potential supporters.

Each digital platform has its own set of rules and nuances, and understanding these is key to a successful campaign. Here’s a closer look at some of the major platforms:

Advertising in the political sphere on digital platforms is a complex, multi-step process that demands careful attention to detail and advance planning. Being able to navigate these requirements and put them together to create a successful campaign takes an expert hand. 

Well Done has been running political campaigns for years and we have jumped through every channel’s hoops (probably more than once). Let us help you with your future politics-related campaigns and get your message in front of those who need to hear it most. We’ll worry about the complexities of political advertising while you continue to do the work that makes an impact. Connect with us today to learn how we can best help you.