LONDON (ShareCast) - (Sharecast News) - Facebook will introduce a tool to reveal to users what British political groups are behind the "dark ads" on their site in order to inform them of what parties and pressure groups are paying to influence their vote.
The tool is the latest move from the social media company to restore trust from its users after the Cambridge Analytica scandal and its involvement in the 2016 Brexit referendum.

The ads will be marked on the users' feed with a "paid for by" label showing which organisation paid for the post.

Also, the paid-for political adverts will be shown in a public advertising library for up to seven years so they do not only reach those targeted by them. It will also show how many people saw the propaganda, the money spent on it and the target audience.

Once the tool comes into action, political advertisers will be required to prove their identity to provide more transparency for UK Facebook users before the local elections next year.

Registration will be required for ads "that reference political figures, political parties, elections, legislation before Parliament and past referenda that are the subject of national debate."

Individuals can also register as political advertisers by uploading a scan of their UK driving licence or UK or EU passport, which will grant them a 21-day temporary registration. They will also receive a letter in the post in order to confirm the person has physical presence in the country.

Facebook executives Richard Allan and Rob Leathern said that the announcement "is an important part of ensuring electoral integrity and helping people understand who they are engaging with."

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