Facebook reverses on paid influencers after Bloomberg memes

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Facebook reverses on paid influencers after Bloomberg memes
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Facebook to allow paid political messages that aren't ads

SAN FRANCISCO — Facebook has decided to let political campaigns pay online influencers to spread their messages, a practice that had sidestepped many of the social network's rules governing political ads.

Bloomberg's effort skirted many of the rules that tech companies have imposed on political ads to safeguard U.S. elections from malicious foreign and domestic interference and misinformation. Online political ads have been controversial, especially after it was revealed Russia used them in an attempt to influence the 2016 presidential election.

Facebook doesn't make money directly from such posts and doesn't consider them advertising. As a result, branded content wasn't governed by Facebook's advertising policies, which require candidates and campaigns to verify their identity with a U.S. ID or mailing address and disclose how much they spent running each ad.

Facebook's new rules won't apply to someone merely creating or sharing a post about a politician without getting paid.

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