Facebook allows political advertisers to upload lists of voters to target, for instance.
In the US, political advertisers will be allowed to microtarget audiences, but that might only be based on a person's voting records and political affiliations.
In a blog post late on Wednesday, the search giant explained the new rules for their political ads.
Google said it would limit ad targeting to more general categories such as age, gender, and general location (based on postal codes), a significant update as the United Kingdom and US national elections approach.
Google will also limit the targeting of political ads to general categories such as age, gender, or postal code level location. "So we expect that the number of political ads on which we take action will be very limited - but we will continue to do so for clear violations", Google Ads executive Scott Spencer wrote in a blog post.
"Whether you're running for office or selling office furniture, we apply the same ads policies to everyone; there are no carve-outs", said Mr Spencer.
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That's nice, but it should be noted that such microtargeting may not be necessary for political issues, since advertisers can target search terms like "South San Jose city council candidates" and they're off to the races.
In the policy update, Google focused on misleading ads related to voter suppression and election integrity, not claims targeting candidates.
The changes are expected to prompt political campaigns to shift some ads to television and Google's smaller rivals. The move comes as U.S. social media giants are facing pressure over political ads on their platforms ahead of the 2020 presidential race.
"Of course, we recognize that robust political dialogue is an important part of democracy, and no one can sensibly adjudicate every political claim, counterclaim, and insinuation", Spencer continued. In a paper published this year, German researcher Lennart Krotzek concluded after an experiment matching ads to personality profiles that "candidate messages are more effective in improving a voter's feeling toward a candidate when the messages are congruent with the voter's personality profile, but they do not result in a higher propensity to vote for the advertised candidate". "All eyes are now on Facebook, which, despite making some changes, is still accepting money for political ads which can contain disinformation", she said.
Facebook has been mulling some changes to its political ad policy, including potentially changing how ads can be targeted.