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Tuesday, September 22, 2020

Facebook says meme influencers are not political ads

Bloomberg instruction postCopyright of the image
Instagram

Facebook will not include political posts sponsored by social media stars in its political ad library, the company confirmed.

The company currently updates a public list of announcements managed by politicians, campaigns and political parties.

But he decided that sponsored content, published by influencers and paid for by politicians, will not be included in his library.

Presidential promise Michael Bloomberg is a candidate for using the technique.

Earlier this week, it was revealed that Mr Bloomberg had paid influencers to post memes about him on Instagram.

“Different from advertising”

When a politician pays to “power up” a post on his Facebook page, the post is added to a publicity ad library.

It is designed to offer greater transparency and show what kind of messages politicians pay to amplify.

Facebook requires influencers and social media stars to indicate when they were paid to post something on Facebook and Instagram.

But these “organic” or “native” ads, written in the same voice as the influencer, will not appear in the political ad library, even if a politician paid for them.

Facebook told the BBC: “Branded content is different from advertising, but in both cases we believe it is important that people know when they see paid content on our platforms.

“We are allowing US-based political candidates to work with creators to manage this content, provided that political candidates are authorized and that creators disclose any paid partnerships through our branded content tools.”

The social media giant launched new policies for political advertising in the United States in 2018 and globally the following year.

These rules require the display of political announcements for those who paid for them. They place these ads in a publicly available database for seven years.

Bloomberg Memes

Earlier this week, it was revealed that Democratic presidential candidate Mike Bloomberg paid influencers on social media for assignments hoping to reach younger voters.

The campaign for the former New York mayor hired influencers even though the Meme2020 company released pictures that would “make him look cool”.

  • Mike Bloomberg’s campaign pays meme influencers

The new policy will require that these types of Facebook and Instagram posts include a label stating that they were made in collaboration with a political campaign.

Facebook policy and free speech approach

Facebook has been criticized for its policy towards political advertising. Politician posts are not always controlled by facts in the context of the company’s free speech policy.

But according to its new guidelines, influencer posts will be verified if they are in the poster’s voice and not the candidate’s.

For example, a post that said “I will vote for candidate X because they can fly” would be verified.

A post that said “candidate X says ‘vote for me because I can fly'” would not.

So far these new policies only apply in the United States.

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