The 2024 U.S. General Election is approaching quickly, and Meta has announced its restriction period for ads related to social issues, elections, or politics.
From 12:01 AM PT on October 29, 2024, through 11:59 PM PT on November 5, 2024, ads that fall under these categories will face specific limitations.
For nonprofits running campaigns during the critical year-end fundraising season, it’s essential to understand how these restrictions could impact your ads and to develop alternative strategies to maintain momentum.
In this post, you’ll get an overview of Meta’s restriction period, learn how to determine if your ads are affected, and get strategies to diversify your advertising.
What is Meta's Ad Restriction Period?
As mentioned above, Meta has outlined a one-week period leading up to the U.S. General Election, during which restrictions will apply to ads about social issues, elections, or politics.
If you’re running ads in any of those categories during the restriction period, Meta advises having them created and launched by Tuesday, October 22, 2024.
Because Meta requires ads to deliver at least one impression with an approved disclaimer, launching your ads by October 22 will ensure this happens.
Note: Meta warns that its systems may delay impression recording by up to 24 hours, so you’ll need to plan ahead. Ads that haven’t delivered an impression before the restriction period begins will not be allowed to run, which means any new changes or new ads after this period won’t be allowed to go live.
For a detailed guide on reviewing your Facebook authorization settings and ensuring compliance, check out this walkthrough.
Who’s Impacted?
Meta’s restrictions primarily affect advertisers running ads on topics related to social issues, elections, or politics.
Here’s a snapshot of the topics considered to fall under this umbrella:
- Civil and social rights
- Crime
- Economy
- Education
- Environmental politics
- Guns
- Health
- Immigration
- Political values and governance
- Security and foreign policy
If your ads relate to any of these subjects, you’ll likely be impacted by the restriction period.
For more details on how to determine whether your ad falls under this category, refer to Meta’s full guidance here.
What Can’t Advertisers Do During the Restriction Period?
Starting on October 29, 2024, and lasting until November 5, 2024, advertisers running ads about social issues, elections, or politics will face limitations at the ad, ad set, and campaign levels.
Here’s what you won’t be able to do:
- Ad Level: You can’t upload new creative assets, edit text, or change URLs.
- Ad Set Level: Targeting, placement, and bid adjustments are restricted.
- Campaign Level: You can’t change objectives or edit disclaimers.
For a more detailed breakdown, review Meta’s own guide here.
How to Diversify Your Year-End Advertising Strategy
Relying solely on Meta for your ads—especially during a time of heightened restrictions—can leave your fundraising program at risk.
Spreading your advertising efforts across multiple channels can mitigate risk and reach wider audiences.
Here are a few strategies to help you adapt:
1. Diversify Your Online Advertising Spend
Avoid putting all your ad budget into one platform, especially one you can’t fully control.
Look into expanding your online advertising strategy to include channels like Google Ads or email prospecting.
By diversifying your ad spend, you reduce the risk of losing valuable fundraising momentum if Meta’s restrictions impact your campaigns.
2. Adjust Your Offers to Bypass Political Filters
Consider creating ad offers that aren’t restricted by Meta’s political filters.
For example, surveys or pledges can be restructured in a way that avoids being flagged as political content. These ads can still run during the restricted period, ensuring you maintain some presence on Facebook during this period.
3. Prioritize Email Acquisition
Building and maintaining your email list should be a priority, especially during periods when paid ads may be restricted.
Your email list is a channel you control, allowing you to maintain communication with your audience without relying on third-party platforms.
A robust year-end email strategy will not only help you during the Meta restriction period, but will also provide long-term benefits for your fundraising program.
4. Plan Ahead
Most importantly, prepare early for the restriction period.
Make sure your ads are set up well before the deadline, and consider diverting resources to other channels in anticipation of a potential shutdown.
By spreading your resources, you can continue driving results, even if Meta’s ad restrictions extend beyond the initially announced period.
Conclusion
Meta’s ad restrictions are designed to promote transparency and prevent misinformation around the election, but they can pose challenges for nonprofits trying to reach donors during the critical year-end season.
The key is preparation and diversification.
By ensuring your Facebook ads comply with Meta’s requirements and expanding your advertising strategy beyond Facebook, you can maintain strong communication even during the restriction period.
For more insights on how to stay ahead, check out this guide.
