Facebook Says Political Candidates Can Use Paid Memes

Facebook said Friday that political candidates, campaigns and groups can use paid branded content across its platforms, a clarification prompted by a move from Michael Bloomberg’s campaign to pay top Instagram influencers to post memes on its behalf. Axios reports: Its policy didn’t explicitly state that it was OK for candidates to use branded content posts, but after hearing from various campaigns about the issue, Facebook moved to clarify its stance. Facebook has agreed that branded content should be allowed to be used by candidates, as long as the candidates are authorized and the creators disclose paid partnerships through branded content tools, according to a spokesperson. Facebook previously prohibited political candidates and campaigns from running branded content by default because it wanted to avoid any risk that such actions could be viewed as accounts giving monetary contributions to campaigns. It’s tweaking its approach now — only in the U.S. — because it believes that this is no longer a concern, given that it doesn’t provide payments as a feature of its branded content tools. If a campaign were to buy ads to boost its branded content, then it would be subject to Facebook’s advertising policies. That paid promotion would then need to be included in Facebook public, searchable political ad library for seven years.