Political Campaign Advertising

Wisconsin law requires that all campaign advertising include a “Paid for by” disclaimer followed by the name of the candidate or other individual making the payment or reimbursement or assuming responsibility for the communication.

Additionally, advertising opposing or supporting a candidate(s) that is not placed by an individual or entity that is associated with a candidate or the candidate’s campaign must include the words “Not authorized by any candidate or candidate’s agent or committee”.

The following sections are taken from the Chapter 11 of the Wisconsin Statues entitled Campaign Financing.  These requirements apply to all print and electronic campaign ads produced by any newspaper.

From Chapter 11 – CAMPAIGN FINANCING

11.30      
11.30 Attribution of political contributions, disbursements and communications.

11.30(2)(a)      
(a) The source of every printed advertisement, billboard, handbill, sample ballot, television or radio advertisement or other communication which is paid for by or through any contribution, disbursement or incurred obligation shall clearly appear thereon. This paragraph does not apply to communications for which reporting is not required under  11.06 (2).

11.30(2)(b)      
(b) Every such communication the cost of which is paid foror reimbursed by a committee or group, or for which a committee or group assumes responsibility, whether by the acceptance of a contribution or by the making of a disbursement, shall be identified by the words “Paid for by” followed by the name of the committee or group making the payment or reimbursement or assuming responsibility for the communication and the name of the treasurer or other authorized agent of such committee or group.

11.30(2)(c)      
(c) Every such communication which is directly paid for or reimbursed by an individual, including a candidate without a personal campaign committee who is serving as his or her own treasurer, or for which an individual assumes responsibility, whether by the acceptance of a contribution or by the making of a disbursement, shall be identified by the words “Paid for by” followed by the name of the candidate or other individual making the payment or reimbursement or assuming responsibility for the communication. No abbreviation may be used in identifying the name of a committee or group under this paragraph.

11.30(2)(d)      
(d) In addition to the requirements of pars. (a) to (c), a committee or individual required to file an oath under s. 11.06 (7) shall also in every communication in support of or in opposition to any clearly identified candidate or candidates include the words “Not authorized by any candidate or candidate’s agent or committee”.

11.30(2)(e)      
(e) Communications under this section by a personal campaign committee may identify the committee or any bona fide subcommittee thereof.

11.30(2)(em)      
(em) The source of each printed advertisement, billboard, handbill, paid television or radio advertisement or other communication made for the purpose of influencing the recall from or retention in office of an individual holding a state or local office shall clearly appear thereon in the manner prescribed in pars. (b) and (c).

11.30(2)(h)      
(h) Notwithstanding par. (a), the attributions required by this subsection in written communications shall be readable, legible and readily accessible.

11.30(2)(i)      
(i) No person may publish or disseminate, or cause to be published or disseminated any communication in violation of this subsection. A communications medium which in good faith relies onthe representations of any person who places an advertisement with such medium as to the applicability of this subsection to such person does not violate this paragraph as a result of publication or dissemination of that advertisement based on such representations, provided that the representations are reasonable.

11.30(4)      
(4) No owner or other person with a financial interest in a communications medium may utilize such medium in support of or in opposition to a candidate or referendum except as provided in this chapter. This chapter shall not be construed to restrict fair coverage of bona fide news stories, interviews with candidates and other politically active individuals, editorial comment or endorsement. Such activities need not be reported as a contribution or disbursement.