Meta對於廣告目標設定為台灣用戶的驗證和資訊透明度的最新規定

為了進一步符合台灣《詐欺犯罪危害防制條例》規定，並持續打擊詐騙廣告，Meta 已經從12月開始實施一項新規定並提供相關規範，所有在 Facebook 與 Instagram 鎖定台灣刊登廣告的客戶，都將被要求完成驗證流程，提供驗證身份所需的個人或商業資訊，並且在發佈廣告時都將被要求清楚揭露受益人和出資人。此驗證和資訊透明度要求包含兩步驟。廣告主自 2025 年 1 月起皆須遵循此規範。

驗證廣告的受益者和出資人：在刊登鎖定全球、亞洲及台灣受眾的廣告之前，廣告客戶需要驗證廣告的受益人和出資人的資訊。（備註：已擁有已驗證商家資產管理組合的廣告客戶可能可以跳過此步驟）。
在廣告檔案庫中選擇要揭露的已驗證資訊： 所有鎖定台灣刊登的廣告，都將在廣告檔案庫中顯示支付和／或受益於該廣告的個人或組織的名稱資訊。廣告客戶在廣告管理員（僅適用桌面版）建立廣告時，可以指定受益人和出資人。

建議行動： 我們強烈建議您從今年 12 月開始進行驗證程序，並開始指定新廣告的受益人和出資人。

您可以在廣告管理員（僅限桌面版）建立廣告時進行驗證程序，或是在專頁設定中進行驗證（專頁設定 > 專頁設定 > 在台灣刊登廣告）。在這裡深入了解如何進行驗證。

待您的受益人和出資人通過驗證後，使用桌面電腦開啟廣告管理員。在您的廣告組合中加入全球、亞洲或台灣作為目標地區後，請從下拉式選單中選擇您商家資產管理組合中現有的已驗證資訊，以指定您廣告的受益人和出資人，這些資訊將會在廣告檔案庫中公開（備註：若要查看商家資產管理組合中的已驗證資訊，進行廣告指定的人員必須是該商家資產管理組合的管理員）。

常見問題：

1. 誰是廣告的「受益人」？這與廣告的「出資人」有何不同？我們在下方提供了一般指引，以協助廣告客戶和代理商確認需要驗證的「受益人」和「出資人」資訊。廣告客戶有責任決定要在廣告檔案庫中輸入哪些需要驗證和公開的資訊。

「受益人」：自行或透過他人設計、製作和發佈鎖定台灣受眾刊登的廣告，以推廣商品或服務的個人或組織（即個人或企業實體）。
「出資人」：支付廣告費用的個人或組織。備註：在涉及經銷商的情況下，這將會是擁有該廣告組合所屬商家資產管理組合的經銷商名稱。

2. 我是否需要為新廣告和刊登中的廣告都指定受益人和出資人？已通過驗證的廣告客戶自 2025 年 1 月開始，將需要為新建立的廣告指定受益人和出資人。不過，我們建議您立即開始為新廣告指定這些資訊。備註：若專頁或企業管理平台的管理員未在 2025 年 1 月前完成驗證，將無法在台灣發佈新的廣告，且刊登中的廣告可能會被暫停刊登。此外，自 2025 年 1 月起新建立之鎖定台灣受眾刊登的廣告，如果未提供受益人和出資人的指定資訊，將無法在台灣發佈。

3. 驗證程序如何運作？在此深入了解驗證程序。

4. 誰有資格進行驗證？只有專頁管理員才有資格驗證有關從廣告中受益和付費之個人或組織的資訊。功能發佈後，只用 Instagram 平台的廣告客戶將必須建立一個 Facebook 專頁，以便完成驗證步驟。

5. 誰有資格在台灣發佈廣告？用於發佈廣告的專頁擁有「建立廣告」權限的用戶，在符合以下條件時就可以發佈廣告：

該專頁的受益人和出資人已通過驗證。
用戶需指定要納入 Meta 廣告檔案庫的已驗證付款人和出資人資訊。

若有任何疑問，請參考 Meta 企業支援中心。

Meta’s New verification and transparency requirements for ads covered by Taiwan’s Anti-Scams Code targeting people in Taiwan

Meta is launching new verification and transparency requirements for ads covered by Taiwan’s Anti-Scams Code, which apply to all ads targeting people in Taiwan. Advertisers must comply by January 2025.

The verification and transparency processes will become available to advertisers between early and mid December 2024. The verification and transparency requirements will contain two steps.

Verify the ad’s beneficiary and payer: before targeting ads to people in Global, APAC and Taiwan, advertisers will need to verify information about the beneficiary and payer of the ad. (Note: advertisers with an existing verified business portfolio may skip this step).
Select verified information to disclose in the Ad Library: All ads targeting Taiwan will feature information in the Ad Library about the name of the individual or organization paying for and/or benefitting from the ad. Advertisers can designate the beneficiary and payer when creating ads from Ads Manager (available on desktop only).

Advertiser’s Actions to Take:

Advise advertisers to begin the verification process and designate the beneficiary and payer for new ads that they are creating: Kindly refer to the template below for suggested proactive outreach to relevant clients.
Respond to Inquiries: Advertisers with a history of running ads in Taiwan may be notified of a requirement to verify and disclose the beneficiary and payer of their ads. As questions arise, you may advise advertisers to refer to the business help center to learn more about this requirement.

Frequently Asked Questions:

1. Who is the ad “beneficiary”? How is it different from the ad “payer”? We set out some general guidance below to help advertisers and agencies align on “beneficiary” and “payer” information to verify. It is the advertiser’s responsibility to decide on the information to verify and disclose in the Ad Library.

“Beneficiary”: the person or organization (i.e. individual or business entity) who designs, produces, and publishes advertisements targeting people in Taiwan themselves or through others to promote goods or services.
“Payer”: the person or organization that pays for the ads.

2. Verified advertisers will be required to designate the beneficiary and payer for new ads that they create beginning in January 2025, however, we recommend that you begin to designate this information for new ads right away. Note: advertisers whose Page or Business admins have not verified by January 2025 will not be able to publish new ads to Taiwan and their existing ads may be paused. Additionally, new ads created in or after January 2025 that target people in Taiwan will not be able to publish to Taiwan if they do not include the beneficiary and payer designation.

3. How does verification work? Learn more about the verification process here.

4. Who is eligible to verify? Only Page Admins are eligible to verify information about the people or organizations benefiting from and paying for ads. At launch, Instagram exclusive advertisers will need to create a Facebook Page in order to complete the verification process.

5. Who is eligible to publish ads in Taiwan? Users with ‘create ad’ permissions on the Page that is publishing ads will be able to publish if:

The Page’s beneficiary and payer is verified.
The user designates which verified payer and beneficiary information to include with their ad in Meta’s Ad library.

For further enquiries, please refer to the Business Help Center.