In an announcement on Facebook, Mark Zuckerberg said the company would make changes to ensure political ads on its platform are more transparent.

Calling it “maybe the most important step we’re taking,” Zuckerberg pointed out that political ads online are not regulated to the same extent as ads on mediums like TV. The Facebook CEO said, in those cases, you still can’t be sure if you’re seeing the same ads as others.

“We’re going to bring Facebook to an even higher standard of transparency,” he said. “Not only will you have to disclose which page paid for an ad, but we will also make it so you can visit an advertiser’s page and see the ads that they are currently running to any audience on Facebook.” Zuckerberg said the company would roll out the changes in coming months, and added that they would work with others to set a “new standard” for online political ads.

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