Using Ads on Social Media
One-way ads that do not involve direct communication with potential subjects (i.e., paid advertisements on Facebook, Instagram, etc.), are reviewed according to existing IRB review policies related to recruitment materials, as outlined in the IRB SOPs (Sec. 3.4.2). Please review the IRB Guidance Document on developing recruitment materials for more detail on permissible content and the IRB review process.
Some study teams choose to recruit subjects through two-way communication via researcher-initiated social media accounts. This type of recruitment involves sustained and focused outreach to potential research subjects through direct messages on social media platforms (i.e., Facebook / Instagram/ Twitter direct messages). The IRB will consider this approach to interactive recruitment when research is conducted at a Center within the University that has already established itself as a viable online destination for communities. Please review the guidance below on IRB review requirements for interactive recruitment via social media platforms.
Penn Medicine Social Media Guidelines
This guidance is intended for Centers, Institutes, Department, Divisions or other groups – not individual faculty members or staff – aiming to create social media accounts representing the activities and interests of their group as part of Penn Medicine.