Every candidate wants to find an advantage over the opponents. Those who choose to use Google’s ad products will have to mind their manners.
A candidate’s campaign manager may have a lot they want to say about the competition. If he or she chooses Google to get the message out, it will have to be without some of the more deceptive or vicious tactics that are meat and drink to the typical political campaign.
The Google Public Policy blog, probably our favorite of all the ones Google publishes, touches on the dos and don’ts of running spots for seekers of public office. Judging by the list of what political advertiser may do, we imagine Google has seen people try to slip some doozies into its network:
Editorial Guidelines. Like all AdWords ads, political ads must follow our editorial and content policies (including our trademark policies).
Fairness. Just as the Net itself provides space for a thousand political opinions to bloom, Google is committed to being a neutral platform for people to advertise their political messages.
No attacks on an individual’s personal life. (P)olitical ads must not include accusations or attacks relating to an individual’s personal life, nor can they advocate against a protected group.
Donations. If you’re soliciting political donations, your ad’s landing page must clearly state that the donations are non-tax-deductible.
No misleading ads.
Although Borrell Associates said $4.8 billion will be spent on all political advertising in 2008, they see only $20 million hitting online political ads. Even so, it is best to get the groundwork for running fair advertising in place today.
