The newspaper? TV? Radio? Those channels are already heavily regulated as it relates to political advertising. The regulations controlling political ads in old media can be quite surprising to anyone who is not already aware of them.
Good steps in the right direction. I just wish it applied as strongly to all ads. There's still a loop hole for unattributed ads until they get reported and verified. Most non-political ads should be obvious who paid for them, but there's no harm in that redundancy.
1) which campaign or PAC bought the ad
2) all other ads by that buyer
3) how much that buyer spent on this ad and all other ads
Seriously, what other platform provides this level of transparency into political ads? It's unprecedented.
Also, it doesn't matter if you use or like Facebook--literally tens of millions do in the US, and they all have a vote. This is a win for democracy.