From the horse’s mouth
Control Political Ad Content on Facebook (Click or tap to play)
Control Political Ad Content on Instagram (Click or tap to play)
Facebook is introducing a feature that allows its users to effectively “mute” political advertising including issues-driven advertising on their main social-Web platform as well as Instagram.
This feature will be available to USA-based accounts as part of Facebook’s voter-information features for the 2020 Presidential Elections. That includes information on how and where to register along with where and when to vote, including early-voting (pre-poll voting) and postal-voting information. It underscores Facebook’s role as part of Silicon Valley’s effort to “get out the vote” in the USA.
Personally I am not sure whether this setup will provide information relevant to American expats who have moved to other countries like how their local US embassy or consulate is facilitating their vote. It is because in most cases these expats will still have voting rights of some sort for US elections.
The option will be available in the “Ad Preferences” option for your platform’s user-account settings on both Facebook and Instagram. Or both platforms will have a contextual option, highlighted under a stylised “i”, available for political ads allowing you to see fewer ads of this type, This can be set up using your Web-based user experience or the official native mobile-platform apps that you use for working these platforms with.
Of course, there won’t be the ability to regulate editorial content from media organisations that is posted or shared through Facebook or Instagram. This will be an issue when you deal with media outlets that have a highly-partisan editorial policy. Nor will there be the ability to control posts, shares and comments from Pages and Profiles that aren’t shared as a paid advertisement.
There may also be questions about whether your favourite politician’s, political party’s or civic-society organiation’s Facebook or Instagram traffic will appear in your platform’s main view especially if they pay to increase viewership of these posts. It can be of concern for those of us who have a strong role in political and civic society and see the Facebook traffic as a “news-ticker” for the political entities we engage with.
Facebook has an intent to roll this feature out to other countries where they have established systems for managing and monitoring political advertising on their platforms. At least they are the first online ad platform that allows users to have control over the political and issue advertising that they see while they use that platform.