Facebook to test new ad transparency features in Canada

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Once they do, when you're looking at a Facebook Page, you should be able to click "View Ads" and bring up all the ads that Page is now running.

The moves are meant to bring Facebook more in line with what is now required of print and broadcast advertisers.

"When it comes to advertising on Facebook, people should be able to tell who the advertiser is and see the ads they're running, especially for political ads", Rob Goldman, vice president of ads at Facebook said in a blog post.

Twitter pledged more ad transparency this week too, as social media companies come up against mounting scrutiny after admitting Russian-linked groups purchased ads and used bots or fake accounts to spread discord about red-hot political issues in the 2016 election.

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Executives for the social media company said Friday they will verify political ad buyers in federal elections, requiring them to reveal correct names and locations, and to create new graphics where users can click on the ads and find out more about who's behind them.

Facebook is implementing stricter checks and balances for political advertisers, announcing Friday that advertisers running federal election-related ads in the United States would be required to verify their identity as well as run disclosures on each ad.

Facebook says it's starting out with a test in Canada.

The ability to view ads taken out by a page will initially only be available in Canada as the company tests it. Facebook says it expects to roll out the feature in the U.S.by the summer. The Senate and House intelligence committees and the Senate Judiciary Committee are all holding hearings as part of their investigations into Russian election interference. Once ad campaigns are over, they will not be viewable.

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Facebook has responded swiftly to the attention it has received in recent months on Capitol Hill, boosting staff and lobbying efforts.

The company added that it was also building machine learning tools to identify and check political advertisers and entities who do not proactively and willingly disclose themselves, committing itself to "better ensure transparency and accountability in our advertising products".

The archive will show the total and average amount a page has spent on advertising, the total impressions of their ads and information about the demographics targeted by the ads.

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