Issue advocacy ads (also known as interest advocacy ads or issue only ads) are communications intended to bring awareness to a certain problem. Groups that sponsor this form of communication are known by several names including: interest advocacy group, issue advocacy group, issue only group, or special interest group. The problems these groups raise awareness of can be either a social or political issue.

The bright-line test doesn't cover forms of communication that are indirect or debatable. Consider this message to voters:

In a communication like this, there is no mention about voting, however, the plain intention is to cast doubt on voters that supported candidate X.

Campaigning like this is typically called negative campaigning, making attack ads, or making thinly veiled promotional ads on the behalf of the candidate.

Interest advocacy is the act of making generalized communication regarding a public issue or problem without advocating voters to take a specific action at the election booth.

Identification of a pure "issue only ads" made by interest advocacy groups is difficult. Groups that sponsored messages needed to make it clear, to a voter with reasonable intelligence, that the voter should cast their ballot in a manner the group wanted.

Keeping an advertisement issue important to only groups like 501(c)(3) non-profits.^{[clarification needed]} They were subject to limits or absolute prohibitions on engaging in political activities. Organizations can participate in nonpartisan voter education efforts, including registration and "get-out-the-vote" drives and issue advocacy.

Express advocacy is largely used in connection with a debate in the US regarding when issue advocacy turns into campaigning.