No Love For Politics
How major platforms have restricted political advertising and what campaigns can do to adapt their digital strategies.
Political campaigns have evolved dramatically with digital technology. From the Dole/Kemp website in 1996 to Obama’s fundraising innovations in 2008, digital has transformed how campaigns reach voters. By 2012, both major candidates leveraged social media and data management platforms similar to commercial advertisers.
But the landscape has shifted. Major platforms have significantly curtailed political advertising, forcing campaigns to adapt.
Current Platform Restrictions
The major platforms have each taken their own approach:
Google implemented identity verification and restricted targeting options, limiting the precision that made digital advertising so powerful.
Facebook paused all political and issue advertising after the 2020 election. While they’ve resumed ads with additional restrictions, the environment remains uncertain.
Twitter, LinkedIn, Bing, TikTok, and Spotify implemented complete bans on political advertising.
Snap and others added disclosure requirements and fact-checking processes that add friction to the advertising process.
Adapting to the New Reality
Campaigns need to rethink their digital strategies. Here’s what’s working:
Follow the rules. Avoid conspiracy theories and inflammatory content. Platforms are looking for reasons to restrict accounts, so don’t give them one.
Leverage SMS messaging. Text message outreach remains effective for voter contact and has fewer restrictions than social platforms.
Double down on email. Email fundraising and list rentals remain the backbone of digital fundraising. Own your list.
Cultivate micro-influencers. Organic reach through authentic voices can accomplish what paid advertising once did.
Maintain backup plans. Have secondary demand-side platforms ready. Don’t put all your budget in one basket.
Looking Ahead
Additional platforms may abandon political advertising entirely. What started as platform-specific policies could become industry-wide standards. Campaigns that adapt early will have an advantage.
The fundamentals haven’t changed—you still need to reach voters with compelling messages. But the tactics require constant evolution. Stay nimble.
Update: Facebook resumed political ads in March 2021 with plans for further restrictions.