Political ad authorisation is the process Meta requires before anyone can run ads about social issues, elections or politics on Facebook, Instagram or Threads. The person placing the ads confirms their identity and that they are based in the country where the ads will run, and each ad carries a “paid for by” disclaimer naming who funded it.
How political ad authorisation works
There are three linked parts. First, an ad account admin completes identity confirmation, usually by submitting a government-issued ID and confirming a UK location. Second, a disclaimer is set up, linked to the Facebook Page or Instagram account that will run the ads, stating the name of the organisation or person paying. Third, every relevant ad is declared under the “social issues, elections or politics” special ad category when the campaign is created.
Once running, these ads sit in the Meta Ad Library for seven years with details such as spend ranges, impressions and the broad demographics reached. Meta may ask for further proof of the organisation’s identity, such as a registered company number, charity number or website, depending on the disclaimer.
The scope is wider than most businesses expect. Meta’s definition of a social issue in the UK covers topics such as immigration, the environment, health, crime, the economy, education and civil rights. An ad does not need to mention a party or a vote to be caught; a charity ad urging people to sign a petition about river pollution, or a business ad campaigning on a planning decision, can qualify.
Why it matters in the UK
Ads that should have been declared are rejected, and repeated unauthorised attempts can restrict the ad account. For charities, campaign groups, trade bodies, unions and businesses that comment on public policy, authorisation should be part of the set-up rather than a surprise during a campaign.
The UK position differs from the EU’s. The UK is outside the EU’s political advertising regulation, and at the time of writing (October 2026) Meta still accepts social issue, electoral and political ads targeting the UK, subject to authorisation. Policies here change, so confirm Meta’s current rules before planning a campaign.
Meta’s disclaimer is also separate from UK election law. Under the Elections Act 2022, paid-for digital election material must carry a digital imprint naming the promoter. Meta’s “paid for by” label does not replace your own responsibility to check the Electoral Commission’s guidance on imprints during election periods.
Common mistakes
- Assuming “this is not a political ad” when the ad mentions a policy issue on Meta’s list.
- Starting authorisation the week of launch. Identity checks and disclaimer approvals can take days.
- Authorising only one admin. If that person leaves, nobody else can publish the ads.
- A vague disclaimer that does not match the legal name of the organisation paying.
- Forgetting to declare the category on boosted posts Which are reviewed as ads like any other.
How to act on it
If any of your ads might touch a public issue, authorise at least two admins well before you need them, set up a disclaimer with your exact registered name, and complete business verification on the portfolio. Declare the category whenever there is doubt; an unnecessary declaration costs some targeting flexibility, while a missing one costs the ad. For election periods, add an imprint that meets UK rules.
Charity and campaign clients often meet this first, so I cover it in Facebook and Instagram ads for charities and as part of account set-up in my Facebook ads management service.