If you have not paid for the digital material to be published as an advert – for example, you just posted it on your own social media – then it is organic material.
Organic material must include an imprint if it is both:
published by or on behalf of a relevant entity
any of:
election material
referendum material
recall petition material
These concepts are explained below.
Relevant entities
The relevant entities are:
a registered party
a registered non-party campaigner
a candidate or future candidate
an elected office-holder
a registered referendum campaigner
a registered recall petition campaigner
If someone is not a relevant entity, and they publish organic material on their own behalf, then the material does not require an imprint.
Organic material published by or on behalf of a relevant entity must include an imprint, even if they have not paid for it to be published, if it is any of:
election material
referendum material
recall petition material
Unlike in relation to paid adverts, the three kinds of organic material which require an imprint are all related to specific electoral events. Organic material is therefore more likely to need an imprint during the campaigns leading up to these events.