The meta ban refers to Meta’s decision in October 2022 to ban political advertising on Facebook and Instagram in the lead up to the 2022 US midterm elections. This ban was announced on September 27th and took effect on October 3rd.
Why did Meta implement the meta ban?
There were a few key reasons behind Meta’s decision to ban political ads ahead of the 2022 midterms:
- Reduce misinformation and confusion – Political ads on social media have been criticized for spreading misinformation and manipulating voters. Banning them aims to create a healthier information environment.
- Avoid election interference – After the foreign interference seen on social media during the 2016 election, many felt that banning political ads could help prevent similar meddling by foreign entities.
- Appease critics – Meta has faced growing criticism, including from its own oversight board, for its handling of misleading and inflammatory political ads. The ban helps address these concerns.
- Align with regulation – Laws banning political ads leading up to an election have been passed in some jurisdictions. The voluntary ban brings Meta more in line with these efforts.
In summary, the meta ban was an attempt to limit the spread of misinformation, protect election integrity, respond to critics, and align with emerging regulations around political advertising.
What ads are included in the meta ban?
The meta ban prohibits ads that reference political figures, political parties, elections, legislation, or certain social issues deemed political. Specifically, it includes:
- Ads endorsed by or run on behalf of a politician or political party
- Ads referencing federal, state, or local political figures
- Ads about elections, ballots, or upcoming legislation
- Ads about certain social issues such as immigration, civil rights, taxes, and crime
- Ads that “praise, support, condemn or oppose” political figures, parties, or issues
The ban is quite broad, covering not just obvious political ads but also many ads touching on sensitive policy topics. Some key exceptions are ads focused on voter registration and election logistics.
What locations are affected by the meta ban?
The meta ban applies across Meta’s platforms (Facebook, Instagram, Messenger) specifically in the United States. Other countries have not been subject to the ban, though Meta has experimented with election-related political ad restrictions in some other nations such as Brazil.
Within the US, the ban applies nationwide to all states. It is not limited to only battleground states or areas with upcoming elections.
How long will the meta ban last?
The meta ban took effect starting October 3, 2022. It is currently set to run until at least November 9, 2022, which is one week after the date of the 2022 US midterm elections on November 8th.
The ban covers the final four weeks leading up to the high-stakes midterms. Meta has not indicated if the ban will be extended past November 9th.
Does the ban include all political advertising?
The meta ban does not prohibit all political advertising on Meta’s platforms. Some key exceptions to the ban include:
- Ads related to voter registration
- Ads that encourage voting or provide voting logistics information
- Ads run by news publishers to promote coverage of political issues
- Ads run by political candidates outside the 4-week ban window
So the ban targets mainly partisan, persuasive advertising in the immediate lead-up to the elections, but still allows certain public service announcements and factual promotion of news coverage around politics.
How is Meta enforcing the ban?
Meta is utilizing both human reviewers and artificial intelligence to enforce the political ad ban on its platforms. Some key enforcement methods include:
- Automated ad screening – AI tools scan new ads submitted for possible violations
- Human review – Suspicious ads flagged by AI are sent to human teams for further review
- Targeted keyword blocking – Banned terms are added to block filters to catch banned ads
- Restricted targeting – Political microtargeting features are temporarily disabled
- Ongoing monitoring – Existing ads are continually scanned for any policy violations
This combination of tech and human monitoring allows Meta to identify and remove the vast majority of prohibited political ads. The company has said it will be continually updating its systems to improve enforcement through November.
What are the penalties for violating the ban?
If an advertiser is found to have violated the temporary ban, their ad will be rejected or removed. Their ad account may also face restrictions for a period of time to prevent further violations. These restrictions could include:
- Temporary ad submission limits
- Ad text pre-review requirements
- Restricted use of microtargeting tools
- Limits on number of active ads
- Temporary account suspension
These penalties are designed to discourage advertisers from attempting to circumvent the ban. Repeated or egregious violations could potentially result in full account termination.
What has been the reaction to the meta ban?
Reactions to Meta’s political ad ban have been mixed:
- Supporters see it as an important step in fighting misinformation and protecting election integrity.
- Critics argue it is a form of censorship that limits free speech and the free spread of ideas.
- Some say the ban came too late and should have been implemented sooner to have more impact.
- Others contend it is largely performative and will still allow problematic activity.
- Many experts say political ad bans are complex with potential drawbacks.
Overall the move has sparked vigorous debate over the role and responsibilities of social platforms regarding political advertising.
Could the ban be expanded or made permanent?
Meta has not indicated any plans to make this temporary political ad ban permanent or expand it globally. However, there are a few factors that may impact whether the policy continues beyond November:
- Midterm election outcomes – If misinformation continues to spread widely, extending the ban may be viewed as necessary.
- External pressure – Governments or advocacy groups may pressure Meta to continue restrictions.
- Internal policy review – Meta may decide some form of ban is best long-term for its platforms.
- Legal challenges – Attempts to expand the ban permanently could face free speech lawsuits.
- Business impact – Loss of political ad revenue could influence Meta’s decision-making.
While the future is uncertain, Meta’s newly introduced political ad transparency tools indicate they prefer more transparency to outright bans. But public scrutiny remains high, leaving the door open to further political advertising restrictions.
Conclusion
The meta ban represents a major shift in how Meta handles political advertising leading up to elections. The temporary ban aims to reduce misinformation and manipulate on the platforms during a high-sensitivity period. While critics argue it falls short and suppresses speech, many see it as a positive step towards ensuring social media does not undermine democracy and the electoral process. The ban’s real-world impact remains to be seen, but it demonstrates Meta’s increasing willingness to restrict certain types of problematic political messaging.