Facebook will now return political ads to its platform, one of the most important and cost-effective ways for campaigns to reach voters and potential supporters. Digital strategists from both parties have sharply criticized Facebook’s decision to cut voter access in recent months, upsetting off-year campaign strategies.
In an email sent to customers on Wednesday, Facebook representatives said, “While we are ending the commercial break, our job is not done.”
“Over the past few years, we have invested heavily in tackling disinformation, voter suppression and electoral interference, and we remain committed to removing and reducing this type of content while connecting people with trusted information to through our applications, ”continues the email, signed by two Facebook partners. “Therefore, we plan to use the coming months to take a closer look at how these announcements work on our service to see where further changes may be warranted.”
Facebook and Google – responsible for billions of dollars in digital political ad spend during the 2020 cycle – both instituted bans around the 2020 election. Their bans scrambled online fundraising efforts in 2021, cutting a tool communication key between campaigns and voters ahead of state elections in Virginia and New Jersey this year, as well as municipal races across the country.
Google last week announced it would lift its own ban, after temporarily reimposing it following the Jan.6 riot on Capitol Hill.