Part of the reasoning for a return to the rules, according to the draft document, is the advent of new technology. Twitter's political ads, for instance, display a text box when users hover their cursors over a particular area; in that box is a more formal disclosure of who paid for the ad in question. The FEC hasn't given a definite yes or no as to whether these new technologies are kosher, which leaves people trying to innovate in the multi-million-dollar field of political advertising in something of a gray area. New rules would change that.

"Given the development and proliferation of the Internet as a mode of political communication, and the expectation that continued technological advances will further enhance the quantity of information available to voters online and through other technological means," reads the draft document, included in a memo to the commissioners from their general counsel, Anthony Herman, "the Commission welcomes comments on whether and how it should amend its disclaimer requirements for public communications on the Internet to provide flexibility consistent with their purpose."