Instagram is changing its advertising rules to demand that sponsored political campaign publications from influential people use their Brand Content Ads tool that puts a "Partnership paid with" disclosure tag on posts. The change comes after the Bloomberg presidential campaign paid the creators of memes to publish screenshots to show them asking them to make it look great.
Instagram provided this statement to Newsdio:
"Brand content is different from advertising, but in any case we believe it is important for people to know when they see paid content on our platforms. That is why we have an Ad Library where anyone can see who paid for an ad and why we require creators to disclose any paid association through our brand content tools. After hearing several campaigns, we agree that there is a place for brand content in the political debate on our platforms. We allow political candidates based in the US Work with the creators to execute this content, provided that the political candidates are authorized and the creators disclose any paid association through our brand content tools. "
Instagram explains to Newsdio that brand content is different from advertising because Facebook does not receive any payment and cannot be directed. If sellers or political campaigns pay to increase the reach of sponsored content, they are subject to Instagram advertising policies and remain in their Ad Library for seven years.
But previously, Instagram banned political operations from running brand content because the policies that applied to it covered all monetization media on Instagram, including advertising breaks and subscriptions that political entities cannot use. He did not want monetary contributions sent to campaigns, especially when the company tries to appear politically neutral.
However, now Instagram is changing the rule and not only allows, but requires that political campaigns use the Branded Content Ads tool when paying influencers to publish sponsored content. This is because Instagram and Facebook are not paid for these sponsorships. You are now requesting that all sponsorships, including Bloomberg memes retroactively, be disclosed using this tool. That would add a "Paid Association with Bloomberg 2020" to publications and stories that the campaign paid to the pages of memes and other influencers to publish. This change of rules is beginning in the United States today.
Instagram moved to make the change after Bloomberg DM memes flooded the site. Taylor Lorenz of the New York Times reported that the Bloomberg campaign worked with Meme 2020, an organization led by the head of the Jerry Media company of the "FuckJerry" account, Mick Purzycki, to recruit and pay influencers. His publications made it appear that Bloomberg himself had sent direct messages to the creators asking them to publish things that would make it relevant to a younger audience.
Part of the initial success of the campaign came because users were not completely sure if the influencers' posts were jokes or ads, even if they were revealed with #ad or "yes, this really is sponsored by @MikeBloomberg." There has already been a rapid aggression of public perception in the memes campaign, with some users rating it and publishing memes of Bernie Sanders, whose anti-corporate stance faces it against Bloomberg.
At least the Democratic candidate camp is finally waking up to the power of memes to reach a demographic largely away from cable television and concentration speeches. Trump's campaign has used digital media to great effect, exploiting the lack of rules against misinformation in Facebook ads to make inaccurate claims and raise money. With all his exposure in the media to be president, Democratic challengers need all the impressions they can get.