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Digital Advertising Alliance’s new ‘PoliticalAd’ icon will identify online political ads that meet new guidelines

From Marketing Land

As we move closer to the 2018 midterm elections, the Digital Advertising Alliance (DAA) is trying to build more transparency around political ads and make political advertisers more accountable.

The not-for-profit independent organization composed of multiple advertising organizations and marketing trade groups has released a 12-page document titled “Application of the Self-Regulatory Principles of Transparency & Accountability to Political Advertising.” It outlines measures political advertisers must take to ensure transparency around political advertising.

According to the DAA’s self-regulatory principles, political advertisers are responsible for providing “enhanced notice” in or around political advertisements. To start, political ads must contain “clear, meaningful, and prominent notice” that the ad is a political advertisement. Ads must also list who is paying for the ad, contact information for the advertiser (phone number, address, website and so on), the names of the advertiser’s executives (CEO, committee members, treasurer, board of directors) and links to further information about the person or organization responsible for the advertisement.

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