Facebook allows US political candidates to run sponsored content
Political campaigns and groups can now use the social media company's branded content tool, which allows influencers to more clearly tag in an official sub-header that the post is a paid partnership.
The strategy of paying social media influencers to spread political messages or make content is gathering momentum ahead of the 2020 race, but rules around the practice have been hazy.
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To use Facebook's branded content tool, political campaigns or groups must be authorized as political advertisers through the company's ID verification process.
In December 2019, former FEC chair Ellen Weintraub acknowledged in a statement that its 2006 internet disclaimer regulations were written "several eons ago."
Facebook said sponsored content from political advertisers will not be included in its Ad Library, a database maintained to provide transparency around political and other advertising, unless the creator pays to promote the post using the company's advertising tools.
Bloomberg's Democratic rival Senator Elizabeth Warren criticized the fact that sponsored posts would not be publicly tracked.
"Refusing to catalogue paid political ads because the Bloomberg campaign found a workaround means there will be less transparency for the content he is paying to promote," Warren said in a tweet. "Mike Bloomberg cannot be allowed to buy an election with zero accountability."
The Bloomberg campaign, which has been waging a huge digital campaign to try and beat Republican President Donald Trump in November, told Reuters this week that it thought its "meme strategy" would be effective.
"The campaign was explicitly clear that these posts were ads and sponsored content," said Sabrina Singh, a spokeswoman for the Bloomberg campaign, in a statement on Friday. "We went above and beyond to follow Instagram's rules and the text of the post clearly shows these are the campaign's paid ads."
A Facebook spokesman told Reuters that the Bloomberg campaign was not the only political campaign that had asked about the company's policies regarding sponsored content.