National: Why Facebook Will Struggle to Regulate Political Ads | WIRED
In 2011, Facebook asked the Federal Election Commission to exempt it from rules requiring political advertisers to disclose who's paying for an ad. Political ads on TV and radio must include such disclosures. But Facebook argued that its ads should be regulated as "small items," similar to bumper stickers, which don’t require disclosures. The FEC ended up deadlocked on the issue, and the question of how to handle digital ads has languished for six years. Now, it's blowing up again—and damaging Facebook in the process. The renewed interest follows Facebook's disclosure earlier this month that it had sold $150,000 worth of political ads linked to Russian troll accounts during the 2016 election. Under pressure from investigators, Facebook has turned over records about the ads to Congress and special counsel Robert Mueller III. Some in Congress want to summon Facebook executives to testify about the purchases. On Thursday, Facebook tried to defuse the controversy. CEO Mark Zuckerberg announced new transparency measures that would require political advertisers on Facebook to disclose who’s paying for their ads and publicly catalog different ad variations they target at Facebook users. Members of Congress, meanwhile, are mulling a bill that would require such disclosures.

