Facebook appears to be putting brands in the penalty box as it begins enforcing new rules meant to clean up political advertising on its platform.
The social network says it stopped running an ad for Walmart and another from Procter & Gamble because they struck political notes but lacked a "paid for by" label.
"After the ad started running, we determined that the ad had political content and required the label," Facebook said in each ad's entry in its new political ad archive. "The ad was taken down."
Non-political ads typically run with just a "sponsored" label. Walmart's ad seems to have crossed the threshold into political speech, to Facebook's eye at least, because it talked about "bringing jobs back" to America. The Procter & Gamble ad was an LGBTQ pride ad and a "commitment to inclusion."
"This is not a political ad," says P&G spokeswoman Tressie Rose. "We're disappointed by the decision and working with Facebook to understand how to navigate their new policy."