In a world where social media platforms are under increasing scrutiny for transparency and accountability, Facebook has introduced new rules aimed at increasing security and trust across its platform. Starting from 2019, the social media giant made significant changes to the way pages with large US audiences can operate. These changes are specifically aimed at increasing transparency about who is managing and promoting pages that reach a large audience.
Whether you run a business page, community group, or are simply an influencer with a large following, these changes have likely impacted your Facebook strategy. But what do these changes actually mean for you, and how can you ensure your page stays compliant with the new requirements?
In this post, we’ll break down the major changes Facebook introduced in 2019, explore why these changes are happening, and provide you with actionable steps to navigate them.
Why Did Facebook Introduce These Changes?
The major driving force behind Facebook’s updates to its platform has been the growing concern over misinformation, foreign interference, and the overall integrity of the platform. As Facebook has faced criticism over the years, especially during election periods, the company has been under pressure to make its platform more transparent and secure.
The 2019 changes were designed to:
- Increase transparency: Giving users more visibility into who is behind large, influential pages.
- Combat misinformation: Ensuring that people behind pages with large audiences are verified and legitimate.
- Protect user privacy: Safeguarding personal information by verifying those who operate large-scale pages.
Key Changes to Facebook Page Requirements (2019)
As of 2019, Facebook introduced several important requirements for pages with large audiences, particularly those operating in the United States. Here are the key changes:
1. Page Verification Process for Large US Audiences
Previously, page admins could remain relatively anonymous, but now Facebook requires that pages with large US audiences (usually pages with 100,000+ followers) go through a new verification process. The process is meant to ensure that individuals managing these pages are authentic and transparent.
- What this means: If you manage a large Facebook page targeting a US-based audience, you’ll need to complete a verification process by providing government-issued identification and possibly additional documentation to prove your identity.
- Impact on marketers and businesses: If you haven’t verified your page yet, this change means your page could become ineligible to run certain ads or could lose access to features like audience targeting.
2. New Disclosure Requirements for Political and Issue-Based Ads
Facebook tightened its policies around political ads and issue-based ads, requiring pages running ads that fall into these categories to undergo a more rigorous approval process. This includes confirming that advertisers are based in the US and providing more transparency regarding who is behind the ads.
- What this means: If your page is involved in any kind of political advocacy or issues-based campaigns (even if it’s not explicitly political), you’ll need to register as an authorized advertiser. This involves confirming your identity and location.
- Impact on page managers: Pages without proper authorization will not be allowed to run ads related to social issues, elections, or politics.
3. Ad Transparency and “Info and Ads” Section
To improve transparency, Facebook introduced a feature called the “Info and Ads” section. This allows users to see all the active ads a page is running, regardless of whether those ads are targeted to them specifically.
- What this means: Users can now access a public record of the ads a page is running, including political and issue-based ads. This transparency measure aims to make it more difficult for bad actors to manipulate users.
- Impact on businesses: Brands running ads now have to be extra cautious about their ad content, as all ads are now publicly accessible, and could be scrutinized by users or watchdog organizations.
How These Changes Impact Businesses and Marketers
The introduction of these new rules may seem daunting, but they are part of Facebook’s ongoing efforts to ensure a more trustworthy and transparent platform. While many pages may not be directly impacted, businesses and marketers that work with large audiences or run issue-based campaigns will need to pay closer attention to the following:
1. Increased Complexity in Ad Campaigns
Businesses with large US audiences that previously ran ads without much regulation will now need to comply with more stringent verification and disclosure rules. This means:
- More paperwork and documentation: Be prepared to provide verification documents for your page if your page falls into this category.
- More scrutiny: Political ads, issue-based ads, and certain kinds of campaigns will undergo more detailed review, so be prepared for longer approval times.
2. Potential Changes in Ad Reach
Due to the increased regulations on political and issue-based ads, businesses that want to run ads related to controversial topics or social issues may face restrictions on who they can target, as well as increased costs for verification.
3. Improved Trust with Audiences
For businesses, these changes can actually work in your favor by building trust with your audience. As Facebook becomes more transparent, users will have more insight into who is behind the ads they’re seeing, and this could foster greater confidence in your brand if you comply with the new rules.
4. Impact on Page Managers and Influencers
If you’re an influencer or manage a large personal page with a significant following, you’ll need to go through the same verification process. This could impact your ability to run ads or access certain features until you complete the verification process.
How to Ensure Compliance With Facebook’s New Requirements
If your page is affected by these changes, there are several steps you can take to ensure compliance with Facebook’s new requirements:
Step 1: Complete Your Page Verification
If your page is large enough to fall under these new rules, you’ll need to complete the Facebook page verification process. This typically involves:
- Submitting government-issued identification for identity verification.
- Providing contact information and business details.
- If applicable, registering as an authorized political or issue-based advertiser.
Step 2: Review Your Ad Campaigns
If you plan to run ads related to politics or social issues, make sure to register as an authorized advertiser. This will include providing additional information about your organization and how it operates.
Step 3: Monitor Your Ads with the “Info and Ads” Section
Be mindful of the “Info and Ads” section, where all of your active ads will be displayed. Ensure that your ads are transparent, compliant, and accurately represent your business.
Step 4: Stay Updated on Facebook’s Policies
As Facebook continues to evolve its policies, make sure to stay updated on any changes. Regularly check Facebook’s Business Help Center and Newsroom for updates related to page management, advertising, and policy changes.
Conclusion: Navigating Facebook’s 2019 Changes
Facebook’s changes to pages with large US audiences were designed to improve transparency and ensure that the platform is used in a responsible manner. For businesses and marketers, these changes may require additional steps for compliance, but they also offer an opportunity to build trust with your audience.
By ensuring your page is verified, reviewing your ad campaigns for compliance, and staying transparent, you can continue to leverage Facebook’s platform effectively while adhering to the new rules.
As always, staying informed and proactive will help you adapt to these changes and maintain a successful presence on Facebook.
