It's not illegal to lie but it is required to attribute that lie to the political campaign making it per the FEC's attribution rules, and the hope is that peopl

It's not illegal to lie but it is required to attribute that lie to the political campaign making it per the FEC's attribution rules, and the hope is that people will be able to spot lies and call them out. IANAL but this is the general idea as I understand it. To me, the problem is these kinds of sponsored posts undermine that by not enforcing the attribution, by being more ephemeral than TV or print ads, and by allowing specific enough targeting to exclude anyone who might call it out.