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A24 TECHNOLOGY
Saturday 15 February 2020

Facebook reverses on paid influencers after Bloomberg memes

Google says it doesn't allow
political messages using its
main tools for connecting
with influencers, but cam-
paigns can make individu-
al arrangements with You-
Tube influencers. These vid-
eos would be covered un-
der general disclosure rules,
but would not be added to
Google's political advertis-
ing database.
The Bloomberg campaign
had taken the unconven-
tional step of paying social
media influencers — indi-
viduals with huge follow-
ings — to post Bloomberg
memes using their Insta-
gram accounts. Different
versions of the sponsored
posts from the Bloomberg
campaign ran on more
than a dozen influential In-
stagram accounts, each of
which have millions of fol-
lowers.
The Bloomberg cam-
Democratic presidential candidate and former New York City Mayor Michael Bloomberg speaks during a campaign rally at the paign's memes showed the
Buffalo Soldier Museum in Houston, Thursday, Feb. 13, 2020. Houston Mayor Sylvester Turner stands at right. 78-year-old candidate, in
Associated Press a tongue-in-cheek awk-
By BARBARA ORTUTAY and makes them ripe for misuse. tion Commission. Bloomberg had, risk having ward fashion, chatting with
AMANDA SEITZ Bloomberg's effort skirted Friday's policy change in- their accounts suspended. popular social media in-
The Associated Press many of the rules that tech volves what Facebook "After hearing from mul- fluencers with names like
SAN FRANCISCO (AP) — companies have imposed calls "branded content" — tiple campaigns, we agree "Tank Sinatra," asking them
Facebook has decided to on political ads to safe- sponsored items posted by that there's a place for to help him raise his profile
let political campaigns pay guard U.S. elections from ordinary users who are typi- branded content in politi- among younger folk.
online influencers to spread malicious foreign and do- cally paid by companies cal discussion on our plat- "Can you post a meme that
their messages, a practice mestic interference and or organizations. Advertis- forms," Facebook said in an lets everyone know I'm the
that had sidestepped many misinformation. Online po- ers pay the influential users exclusive statement to The cool candidate?" Bloom-
of the social network's rules litical ads have been con- directly to post about their Associated Press. "We're al- berg wrote in one of the
governing political ads. troversial, especially after it brand. lowing U.S.-based political exchanges posted by an
Friday's policy reversal high- was revealed Russia used Facebook doesn't make candidates to work with Instagram account with
lights difficulties tech com- them in an attempt to influ- money directly from such creators to run this con- nearly 15 million followers.
panies and regulators have ence the 2016 presidential posts and doesn't con- tent." The candidate then sent a
in keeping up with the election. In response, Face- sider them advertising. As Politicians still won't be re- photo of him wearing bag-
changing nature of paid book has rolled out a num- a result, branded content quired to disclose how gy chino shorts, an orange
political messages. ber of rules to prevent a re- wasn't governed by Face- much they paid the influ- polo and a zip-up vest. The
The change comes days peat of that, though it has book's advertising policies, encers to run the posts. And reply: "Ooof that will cost
after Democratic presiden- declined to fact-check which require candidates the posts won't appear like a billion dollars." The
tial candidate Mike Bloom- political ads and refuses and campaigns to verify in Facebook's ad library, billionaire candidate re-
berg exploited a loophole to ban even blatently false their identity with a U.S. ID which publicly catalogs po- sponded by asking where
to run humorous messages messages from politicians. or mailing address and dis- litical ads and allows other to send the money.
promoting his campaign Before the explosion of so- close how much they spent campaigns, journalists and With the sponsored posts,
on the accounts of popular cial media, it was clearer running each ad. watchdog groups to view Bloomberg's campaign
Instagram personalities fol- what's an ad and what isn't Until Friday, Facebook tried the type of messages poli- said it was reaching those
lowed by millions of young- — and thus what's subject to deter campaigns from ticians are pushing in the who might not be normally
er people. to disclosures and other using such branded con- election. interested in the day-to-
The Bloomberg posts rules. With social media, a tent by barring them from Facebook's new rules won't day of politics.
weren't much more than campaign can pay celeb- using a tool designed to apply to someone merely "You want to engage
self-deprecating humor rities and other influential help advertisers run such creating or sharing a post people at every platform
used to sell the candidate's users to spread a message posts on Facebook and Ins- about a politician without and you want them to feel
old guy appeal, using a on their behalf, without tagram, which is owned by getting paid. like they're not just getting
tactic that until now was ever buying an ad and be Facebook. The rule change Facebook said it is asking a canned generic state-
largely used to sell skin care subject to its rules. now allows campaigns in the influencer accounts ment," campaign spokes-
products or clothing-sub- "This is a new kind of activ- the U.S. to use this tool, pro- that posted the Bloomberg woman Sabrina Singh said
scription services. But the ity that simply didn't exist vided they've been autho- memes to retroactively use of the campaign's strategy.
lack of oversight and clear when the rules for internet rized by Facebook to run the tool meant for such The Bloomberg campaign
rules around influencer political communications political ads and disclose posts. After this happens, declined to say how much
marketing, not to mention were last updated," said who paid for the spon- the posts will be labeled as it paid for the sponsored
their effectiveness in reach- Commissioner Ellen L. Wein- sored posts. Campaigns a "paid partnership" with posts, or if it had more in the
ing younger audiences, traub of the Federal Elec- that avoid using the tool, as Bloomberg. works.q