FCC Finally Drags Political Ad Transparency Into 21st Century

Amid what is predicted to be the most expensive campaign cycle ever, the Federal Communications Commission (FCC) on Thursday voted to make more information about purchases of political advertising available online.

Campaign finance reform advocates applauded the development, but said there was much further to go.

“These political files contain valuable information about the ads, such as how much they cost and when they ran,” the Sunlight Foundation said following the vote. “Having the political ad files online is important: In some cases they provide the only public information available on groups that are thinly disguised as nonprofit ‘social welfare’ organizations but are, in fact, major campaign players.”

As a result of Thursday’s 5-0 vote, cable TV, satellite, and radio stations will soon have to start posting information online about the political campaigns and outside groups buying advertising on their platforms—bringing them in line with requirements for TV broadcasters, which were the first to be required to maintain these records in an FCC database during the 2012 election cycle.

Broadcasters have long kept “public files” of such “community-relevant information,” as FCC Chairman Tom Wheeler noted earlier this month. But there was a “catch,” he said. “It was maintained only on paper in file cabinets at the actual radio and TV stations.” And so in 2012, “the FCC adopted rules moving television station’s paper public files online, in a central, Commission-hosted database rather than maintaining paper files locally at their main studios.” 

For that reason, extending these requirements to cable, satellite and radio was “a no-brainer,” the Campaign Legal Center’s Meredith McGehee wrote on Wednesday.

The Hill reports that the new requirements will go into effect “after the Office of Management and Budget signs off on the rules, with exceptions for operators with a small number of providers. Only new files will have to be posted. The FCC said the first disclosures are expected to go up in three to six months.”

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But transparency groups demanded stronger action. In particular, they have repeatedly called for the FCC to require broadcasters to provide for in-ad disclosure of the true sponsors of political ads—something Thursday’s order does not address.

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