The sponsor of a political ad -- the candidate, committee or other person paying for the ad -- usually must be identified.  If a person acts as an agent for someone else or is reimbursed for the funds actually used to pay for the ad, the original source of the payment (or the person doing the reimbursing) is the sponsor.  It's illegal to use an assumed name when identifying an ad's sponsor.

Wording:

Use the words "paid for by" or "sponsored by" followed by the name and address.  Include the name and address of each sponsor, when there are multiple sponsors.  If one person pays for printing and another person pays for mailing, list both as sponsors.

Text Size & Placement:

Print ads and websites:

Display sponsor ID and any party preference in an area set apart from the ad text.  Sponsor ID and party preference should be on the first page of a multiple-page ad.  Use at least 10-point type; do not screen or half-tone the text.  Exception:  If a person contributes cash, goods or services to the campaign in order to assist in paying for an ad, it is not necessary to show this contributor's name as a sponsor. The candidate or the candidate's committee may be shown as the sponsor instead, provided the candidate properly reports the contribution.  

Billboards and posters:  Use type that is at least 10% of the largest size type used in the ad.

Small online ads with limited characters:  Display sponsor ID in an automatic display such as a mouse tip/rollover or nonblockable pop-up that remains visible for at least 4 seconds OR on a webpage that is conspicuously linked to the small ad and reached with one mouse click.

Broadcast, video, and online audio ads:

Clearly identify or speak the sponsor’s name and any party preference.  Sponsor’s address is not required

Items Exempt from Sponsor ID:

  • Campaign paraphernalia, including novelty or sundry items intended for individual distribution and use, with a printing surface area smaller than 4" x 15" square inches, including expandable surface area such as a balloon when expanded, or where such identification is otherwise impractical to provide a readable text.
  • Newspaper ads of one column inch or less (excluding online ads)
  • Reader boards where a message is affixed in movable letters, or skywriting
  • State or local voter's pamphlets published pursuant to law
  • Yard signs - size 4' x 8' or smaller.