Political advertising is different from regular advertising. Platforms have their own policies, election laws require disclosures, and mistakes can cost you time, money, or credibility. This checklist covers the main areas to think about. It is general information, not legal advice. Rules vary by state, race, and platform, and they change, so confirm current requirements with your election authority and legal counsel.
Before you start
- [ ] Know the rules that apply to your race. Federal, state, and local requirements can differ.
- [ ] Identify who must review. Your campaign counsel or compliance advisor should see materials before launch.
- [ ] Confirm who is paying. Required disclosures usually relate to who paid for or authorized the ad.
- [ ] Set up your accounts properly. Use accounts under your campaign's name with proper payment methods.
Platform requirements
Major platforms typically require advertisers running political or issue ads to complete extra steps, such as:
- Verifying identity, and sometimes location
- Adding a "Paid for by" disclaimer or similar label
- Registering in ad libraries that make ads publicly viewable
- Following restrictions on targeting and content
Verification can take days or longer, so start early. Check each platform's current political advertising policy before your launch date.
Disclosures and disclaimers
- [ ] Include required "Paid for by" language on ads, websites, emails, and texts, as applicable
- [ ] Make sure the disclaimer is legible and in the right format for the medium
- [ ] Check wording requirements for your jurisdiction
- [ ] Include required information on your campaign website
If you are unsure about wording or placement, ask your counsel before publishing.
Content and claims
- [ ] Verify factual claims and keep your sources
- [ ] Avoid misleading or deceptive statements
- [ ] Follow platform rules on prohibited content and manipulated media
- [ ] Get permission for images, music, and videos you use
- [ ] Be careful with endorsements and testimonials
Platforms can reject or remove ads that violate their policies, which can disrupt your schedule.
Timing
- [ ] Build in time for approval and verification
- [ ] Plan your phases: introduction, persuasion, fundraising, and turnout
- [ ] Know blackout or restriction periods that may apply, such as rules near election day
- [ ] Schedule early voting and election day reminders
- [ ] Do not wait until the last week to launch
Targeting basics
Targeting options for political ads are more limited on many platforms. Typically you can reach people by geography, and sometimes by certain other criteria depending on current rules. Think about:
- Geography: the district, precincts, or areas that matter
- Audience size: too narrow can limit delivery
- Retargeting: website visitors and supporters, where permitted
- Email and text lists: with proper consent and compliance
Review current policies, since targeting options are changing.
Fundraising and calls to action
- [ ] Use compliant donation links and processors
- [ ] Include required contribution disclosures where applicable
- [ ] Make sure sign-up forms explain how you will use contact information
- [ ] Follow rules on texting and calling, including consent and opt-out
Record keeping
- [ ] Save copies of every ad, disclaimer, and approval
- [ ] Track spending, dates, and platforms
- [ ] Keep invoices and receipts for reporting
- [ ] Document who approved each piece
Good records help with compliance and reporting obligations.
Measurement
Voting is not a purchase, but you can still measure engagement:
- Clicks and landing page visits
- Sign-ups, volunteers, and event RSVPs
- Donations
- List growth
- Message testing results
Use the results to refine your messages and spend.
When to ask a lawyer
Ask for legal guidance when you are:
- Unsure which disclaimers or registrations apply
- Working with outside groups, committees, or PACs
- Using text messaging, robocalls, or voter data
- Receiving questions or complaints about an ad
- Running ads close to election day
It is cheaper to ask early than to fix a violation later.
Frequently asked questions
Early enough to handle verification, approvals, and testing, often weeks before your first ad.
Use accounts set up for the campaign and follow platform requirements.
Often yes, though the details vary. Check with your local election authority.
What to do next
If you want help planning a compliant digital campaign, book a free strategy call. You can also read about our political advertising work, and our starter plan for local candidates.
