INTRODUCTION
In April 2018, Facebook created a mandatory authorization process for advertisers who want to run political ads and issues-based ads. The latter includes advertising focused on broad issues (e.g. affordable housing) instead of candidates.
Here’s what you need to do to run political ads on Facebook:
GET PERSONAL AND PAGE AUTHORIZATIONS
First, if you didn’t already know, Facebook requires a Facebook Page for nearly all campaign types and ad placements. For the Page for which you wish to run political ads, go to Settings then Authorizations. Follow the steps, which include submitting a scanned image of your government-issued ID and providing a residential mailing address for verification (you’ll receive a code in the mail).
After Facebook verifies your identity–this process can take 2-4 weeks, making it important you begin sooner rather than later–you’ll then need to link Facebook Pages to your now-authorized personal account. Once again, go to Settings then Authorizations, then click on “Begin” under “Step 2.” At this point, you actually can link several Facebook Pages.
Note: if the Pages are managed under your Business Manager account, then Facebook will redirect you there to complete the Page-linking process (see image).
SET UP POLITICAL ADS
Create your ads like you normally would do. The main difference is that when you get to the Identity section, you will click on the checkbox that says, “This ad relates to politics or an issue of national importance.”
In the Ad Preview section, you will see that Facebook has added “Paid for by [Your Page]” to the ad. To be as transparent as possible, we also use Photoshop to add “Paid for by [Your Organization]” to the bottom of the graphic or photo we use.
Note that anyone can visit your Facebook Page and click on Info and Ads to see all of your current and past ads.