The Political Advertising Principles are an extension of the original Digital Advertising Alliance Self-Regulatory Principles, best practices for data privacy and interest-based ads. The Political Advertising Principles focus on how political advertising should provide transparency about ads that are focused on the election or defeat of specific candidates for federal of statewide election.
These best practices are:
A political advertiser should include an icon/wording in or around each political advertisement that provides clear, meaningful, and prominent notice that the advertisement is a political advertisement.
A political advertiser should provide clear, meaningful, and prominent notice in connection with its political advertisement. Such notice should be linked from a clear, meaningful, and prominent disclosure in or around the advertisement and should include:
(a) The name of the political advertiser;
(b) A telephone number, physical address, Web address, or alternative and reliable contact information for the political advertiser;
(c) Any other information required by applicable federal or state law to be included in a disclaimer notice for the political advertiser;
(d) A link provided as set forth below in 1. or 2.
- Relevant Government Database: A political advertiser should link to a readily accessible, online, searchable government database of contributions and expenditures by the political advertiser, if the political advertiser is required to be registered with a federal or state agency that provides such a database; or
- DAA-Developed Web site: Political advertiser should link to a DAA-developed Web site that maintains links to one or more readily accessible, online, searchable government database of contributions and expenditures for political advertisers, if the political advertiser is required to be registered with a federal or state agency that provides such a database; provided that, if a political advertiser is not required to register with a federal or state agency under applicable law, then the political advertiser should state in this notice that it is not required to register or report contributions and expenditures under applicable law;
(e) As permitted by applicable law, where a political advertisement is too small to include a disclaimer required by state or federal law, the political advertiser should provide such disclaimer in this notice; and
(f) The name of the chief executive officers, a member of the executive committee or the board of directors, or treasurer of the political advertiser.