When election season rounds the corner, political billboards pop up everywhere. But the process of political campaign advertising isn’t cut and dry. It’s important to be aware of regulations to avoid any setbacks in campaign launch.

When we say political billboards, we’re referring to ads that promote a candidate or advance a message/cause. For example:

• Supporting or opposing a candidate running for office
• Advocating for or against an issue on a ballot (e.g., props and bills)
• A general statement that could be seen as political

We’ve helped launch political billboard campaigns across the country so we’re well-versed in the different aspects of setting a campaign in motion. If you’re interested in learning more about options in your target area, we welcome you to submit a billboard request form. 

Here’s what you should know about outdoor political ads:

Do: Indicate Who Paid For the Political Billboard

Always indicate who paid for the billboard — whether it’s an individual, a political action committee (PAC), or a campaign organization. You’re required to be very explicit: “Paid for by XYZ” and the text must be large enough to read and obviously placed. This not only builds trust with the public but also adheres to federal requirements that mandate clear disclosure of sponsorship.

FEC Requirements on Political Disclaimers

Here’s an excerpt from the Federal Election Commission (FEC) on advertising and disclaimers:

Any public communication made by a political committee must include a disclaimer. Communications not authorized by a candidate or his/her campaign committee, including any solicitation, must disclose the full name and permanent street address, telephone number or website address of the person who paid for the communication, and also state that the communication was not authorized by any candidate.…

…If the candidate or campaign authorizes and finances a covered communication (including any solicitation), the notice must state that the communication was paid for by the authorized committee.

It’s worth noting here that billboard operators are entitled to their own rules separate from federal requirements. That means requirements could change from board to board, even within the same market. Don’t worry, we can help you stay compliant.

Don’t: Defame a Person or Organization

Defamation can lead to legal repercussions and damage your campaign’s reputation. (Not to mention, it can sometimes undermine the merits of your own campaign.) Avoid making false or misleading claims about an opponent or any organization. Stick to the facts and make sure that all claims can be substantiated with evidence.

Do: Know Where Your Political Billboard Can Be Displayed

Before you rent a political billboard, know that you can’t display your message everywhere. Some jurisdictions have specific rules about where political ads can be placed. For instance, political messaging is generally unacceptable as place-based media (e.g., shopping malls, convenience stores, gas stations, etc.) and never allowed on government property. It makes sense considering that these establishments would not want to appear biased.

If you indicate that your ad is political, a billboard advertising company should exclude these placements from your proposal.

On that note, it’s important to be strategic about placement — especially if you are running for a local office. If you have a good sense of your voter base and know where you have the strongest footprint in your district, you should be able to narrow down the best areas for your ad. Consider your goal: Is it to grow awareness of your campaign? Gain new supporters? Strengthen your relationship with existing supporters?

Don’t: Use the American Flag as an Advertising Tool

Using the American Flag in political advertisements can be seen as exploitative and disrespectful. Many areas have regulations against using national symbols in advertising. However, you can likely get away with using red, white, and blue. To avoid backlash, focus on the message rather than relying on patriotic imagery as an advertising appeal.

Do: Allow Time for Creative Approval

Political billboard creatives need to be approved ahead of campaign launch. Billboard operators can reject certain imagery at their own discretion. Allow ample time for your creative to be reviewed; don’t wait until the last minute. This will help ensure that the content meets all necessary guidelines and won’t face unexpected delays or rejections. Check out our guide on creating an effective ad for design tips.

Do: Pay Prior to Materials Being Printed

For political advertising campaigns, more often than not you’ll be required to pay upfront. Ensure that all financial arrangements are settled before your billboard materials go into production. Your vinyl will not be printed until payment is received, potentially pushing back your desired start date.

Don’t: Expect a Discount on Your Political Billboard Rental

To avoid exhibiting any favoritism, companies charge standard rates for political billboard rentals. Don’t expect discounts, as political advertising is often time-sensitive and in high demand, especially close to election dates. Budget accordingly and plan for the full cost. Note that static billboards include a production cost while digital boards do not. Learn more about the difference between digital and static billboards here.

Do: Work With Political Billboard Experts

Like cannabis advertising and alcohol advertising, political advertising has its own set of challenges and regulations. These rules can vary state by state and even county by county. Work with experts who have experience in political OOH campaigns. Alluvit Media can help you navigate the complexities and optimize the impact of your message.

Follow these do’s and don’ts to help maximize the success of your outdoor political advertising campaign! Get in touch with us today by filling out our simple online form. We’ll send you a custom proposal with options in your target area.