Sources must be disclosed for political ads online and in texts, panel decides

Political ads sent by text message or placed on websites will have to include a message to voters disclosing who is behind them under new rules approved Friday by the state’s campaign watchdog agency.

The rule from the California Fair Political Practices Commission subjects online ads to the standards that apply to television, radio and print political advertising.

“What we have here is a logical extension of existing rules for more traditional forms of political communications into the online universe,” said Commission Chairman Dan Schnur.

The disclosure rules would apply to “electronic media advertisements” meant to go to 200 or more people, which includes paid political advocacy in text messages, e-mails and Web pages. Internet messages posted or sent by individuals who are not paid by campaigns, including campaign volunteers and bloggers, would be exempt.

Many campaigns are unable to afford to buy time on television and have been posting their political ads on YouTube or other websites. In some cases, campaigns send out mass e-mails with links allowing voters to view the ads. Under the new rule, those ads would have to include a message saying which committee paid for them and, in some cases, identify the major donors to that committee.

Panel members said they would consider more rules in the future regarding bloggers. The rules adopted Friday may apply in some cases to paid political ads posted on a blogger’s website.

The new regulations were welcomed by Katie Fleming, a policy advocate with California Common Cause, which promotes an open political process. “We think that these proposed regulations would be a historic step to shed sunlight on campaign activities online,” Fleming told the panel. “We think these regulations have done a great job balancing the public’s need for information with the freedom of expression we are enjoying online.”

The rules recognize that the Internet has allowed some candidates without much money to get their message out, Fleming said. It is “affirming that our Internet has hit the big leagues, hopefully helping to level the playing field for citizen participation in the governing process,” Fleming said.

The decision to put off further consideration of regulation of bloggers reflects what Schnur said would be a “cautious” phased approach to the issues raised by the new media, an issue he acknowledged would be “very tricky.”

Political consultants including Bryan Deblonk say the new rules are reasonable.

“It makes sense,” said Deblonk, whose Capitol Campaigns firm has used online advertising in state and local races. “There is nothing worse than seeing some ad come up that attacks your guy and you have to spend time tracking down who is behind it.”

patrick.mcgreevy@latimes.com