Facebook tightens rules on political ads, but says tools won’t ‘be perfect’

SAN FRANCISCO — Facebook is tightening its rules around political advertising ahead of the 2020 U.S. presidential election, acknowledging previous misuse. But it’s not clear if it will be enough to stop bad actors from abusing its system.

The changes include a tightened verification process that will require anyone wanting to run ads pertaining to elections, politics or big social issues like guns and immigration to confirm their identity and prove they are in the country.

Beginning in mid-September, such advertisers must confirm their group’s identity using their organization’s tax identification number or other government ID.

The verified group name will be listed on the “paid for by” disclaimers that disclose the backers of ads.

Facebook says it will verify this information against government records and will note in the disclaimer for confirmed ads that they’re placed by a “confirmed organization.”

That process won’t apply to everyone, as Facebook says it would bar some smaller but legitimate groups from advertising. But a loophole that will allow small grassroots groups and local politicians to run political ads could also continue to allow bad actors to take advantage of the process.

Advertisers who don’t have tax ID numbers, government websites or registrations with the Federal Election Commission will still be able to post ads by providing an address, verifiable phone number, business email and website.

These advertisers won’t get a “confirmed” designation.

Previously, only a U.S. address was required. But it’s not inconceivable that bad actors will find a way to spoof phone numbers and email addresses.

“We’ve acknowledged that these tools will not be perfect,” Sarah Schiff, a Facebook product manager, said in an email. “But we are committed to making it more difficult for bad actors to misuse and abuse our platform” without penalizing smaller organizations.

Schiff also reiterated the company’s calls for regulation of online political advertising.

Critics have said that Facebook’s attempts at selfregulation are merely a way for the company to preempt stricter government crackdowns.