Honest Ads Inc.

990EZ • Fiscal year 2023 • EIN 46-4385040

Jan 01, 2023 to Dec 31, 2023 • Filed on Nov 16, 2024

Organization Profile HONESTADS.ORG

Peyser 500 Fifth Ave 43 FLNew York, NY 10110-0000

(212) 764-6455

Siviq Scores

Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.

0.36x

Higher debt load relative to assets than 86% of similar nonprofits.

2023 filings • NTEE R • <$500k nonprofits • Source year 2023

0.18x

Higher debt load relative to revenue than 87% of similar nonprofits.

2023 filings • NTEE R • <$500k nonprofits • Source year 2023

-54%

Higher net margin than 12% of similar nonprofits.

2023 filings • NTEE R • <$500k nonprofits • Source year 2023

Higher top officer pay than 73% of similar nonprofits.

Top officer pay equals 0.0% of source-year revenue.

2023 filings • NTEE R • <$500k nonprofits • Source year 2023

-42%

Faster asset growth than 18% of similar nonprofits.

2023 filings • NTEE R • <$500k nonprofits • Annualized from 2022 to 2023

-22%

Faster revenue growth than 34% of similar nonprofits.

2023 filings • NTEE R • <$500k nonprofits • Annualized from 2022 to 2023

Balance Sheet

Liabilities / Assets86th percentile

Assets

Down

$27,931

Down $19,898 (-42%) from 2022

Net Assets

Down

$17,931

Down $29,221 (-62%) from 2022

Liabilities

$10,000

Up $9,323 (+1377%) from 2022

Revenue And Expenses

Liabilities / Revenue87th percentile Net Margin12th percentile

Revenue

Down

$54,500

Down $15,500 (-22%) from 2022

Expenses

$83,721

Up $16,213 (+24%) from 2022

Net Income

Down

-$29,221

Down $31,713 (-1273%) from 2022

Historical Trend

Balance Sheet Trend

Asset Growth18th percentile

The highlighted filing sits inside the broader history for assets, liabilities, and net assets.

Highlighted filing

2023

Assets$27,931

Liabilities$10,000

Net Assets$17,931

Open 2023 Filing

Operations Trend

Revenue Growth34th percentile

Revenue, expenses, and net income across loaded years, with this filing highlighted.

Highlighted filing

2023

Revenue$54,500

Expenses$83,721

Net Income-$29,221

Open 2023 Filing

Jump To

Filing Snapshot

Filing Period: Jan 1, 2023 to Dec 31, 2023
Signed: Nov 16, 2024
Return Version: 2023v5.1
Gross Receipts: $54,500

Mission and Program Overview

Mission

Inform the public regarding deceptive political advertising.

To educate and inform the public regarding the role of mass media in the political process, and to encourage critical thinking with respect to political messaging and advertising.

Program Services

Description	Grants	Expenses
HONESTADS BRINGS YOU INTO-THE-KNOW ABOUT THE MANIPULATIVE EMOTIONAL TECHNIQUES USED IN POLITICAL ADVERTISING BY BUILDING AWARENESS IN INNOVATIVE AND COMPELLING WAYS. WE WORK WITH GROUPS WHO CARE ABOUT POLITICAL MEDIA LITERACY WITH THE MISSION THAT VIEWERS WILL NEVER WATCH POLITICAL ADS IN QUITE THE SAME WAY AGAIN.	$0	$65,139

Compensation and Service Providers

Top Officer Pay73rd percentile

Employees

Name	Title	Full / Part Time	Base	Other	Total
ARLINE VOGEL	Chair	-	$0	-	-
HARRIETT BALKIND	Secretary	FT	$0	-	-
DIANE FRAIMAN	Treasurer	-	$0	-	-

Filing and Contact Details

Filer

Filer Name: Honest Ads Inc
EIN: 46-4385040
Phone: 2127646455
Address: PEYSER 500 FIFTH AVE 43 FL, NEW YORK, NY 10110-0000

Signing Officer

Name: Harriett Balkind
Title: Secretary
Phone: 2127646455
Signed: 2024-11-16
Discuss with paid preparer: Yes

Preparer

Firm: Skody Scot & Co Cpas Pc
Address: 520 EIGHTH AVE SUITE 2200, NEW YORK, NY 10018
Preparer: William Skody
Phone: 2129671100

Supplemental Narrative

Additional Explanations

Form 990-ez, Part I, Line 14

“Description: depreciation. Amount: 6,260. Description: other expenses. Amount: 21,180. Total to form 990-ez, line 14: 27,440.”

Form 990-ez, Part I, Line 16 - Other Expenses

“Description: office expenses. Amount: 5,980. Description: insurance. Amount: 3,914. Description: filing fees. Amount: 88. Description: meals & entertainment. Amount: 1,714. Description: membership dues. Amount: 939. Description: repairs & maintenance. Amount: 1,477. Description: real estate taxes. Amount: 10,050. Description: books and subscriptions. Amount: 5,487. Description: computer services . Amount: 6,006. Description: development . Amount: 18,072. Description: supplies . Amount: 1,154. Total to form 990-ez, line 16: 54,881.”

Form 990-ez, Part II, Line 24 - Other Assets

“Description: other depreciable assets. Beg. Of year amount: 26,725. End of year amount: 21,640.”

Form 990-ez, Part II, Line 26 - Other Liabilities

“Description: accounts payable. Beg. Of year amount: 677. End of year amount: 0. Description: accrued expenses . Beg. Of year amount: 0. End of year amount: 10,000.”

Raw XML Appendix149 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

Path	#	Value
IRS990EZ/ActivitiesNotPreviouslyRptInd	0	0
IRS990EZ/BooksInCareOfDetail/BusinessName/BusinessNameLine1Txt	0	THE ORGANIZATION
IRS990EZ/BooksInCareOfDetail/PhoneNum	0	2127646455
IRS990EZ/BooksInCareOfDetail/USAddress/AddressLine1Txt	0	PEYSER 500 FIFTH AVE 43 FL
IRS990EZ/BooksInCareOfDetail/USAddress/CityNm	0	NEW YORK
IRS990EZ/BooksInCareOfDetail/USAddress/StateAbbreviationCd	0	NY
IRS990EZ/BooksInCareOfDetail/USAddress/ZIPCd	0	101100000
IRS990EZ/CashSavingsAndInvestmentsGrp/BOYAmt	0	21104
IRS990EZ/CashSavingsAndInvestmentsGrp/EOYAmt	0	6291
IRS990EZ/ChgMadeToOrgnzngDocNotRptInd	0	0
IRS990EZ/ContributionsGiftsGrantsEtcAmt	0	54500
IRS990EZ/DirectIndirectPltclExpendAmt	0	0
IRS990EZ/DonorAdvisedFndsInd	0	0
IRS990EZ/EngagedInExcessBenefitTransInd	0	0
IRS990EZ/ExcessOrDeficitForYearAmt	0	-29221
IRS990EZ/FeesAndOtherPymtToIndCntrctAmt	0	1400
IRS990EZ/FiledScheduleAInd	0	1
IRS990EZ/ForeignFinancialAccountInd	0	0
IRS990EZ/ForeignOfficeInd	0	0
IRS990EZ/Form990TotalAssetsGrp/BOYAmt	0	47829
IRS990EZ/Form990TotalAssetsGrp/EOYAmt	0	27931
IRS990EZ/GrossReceiptsAmt	0	54500
IRS990EZ/InfoInScheduleOPartIIIInd	0	X
IRS990EZ/InfoInScheduleOPartIIInd	0	X
IRS990EZ/InfoInScheduleOPartIInd	0	X
IRS990EZ/InfoInScheduleOPartVInd	0	X
IRS990EZ/LobbyingActivitiesInd	0	0
IRS990EZ/MadeLoansToFromOfficersInd	0	0
IRS990EZ/MethodOfAccountingAccrualInd	0	X
IRS990EZ/NetAssetsOrFundBalancesBOYAmt	0	47152
IRS990EZ/NetAssetsOrFundBalancesEOYAmt	0	17931
IRS990EZ/NetAssetsOrFundBalancesGrp/BOYAmt	0	47152
IRS990EZ/NetAssetsOrFundBalancesGrp/EOYAmt	0	17931
IRS990EZ/OccupancyRentUtltsAndMaintAmt	0	27440
IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt	0	1.00
IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt	1	40.00
IRS990EZ/OfficerDirectorTrusteeEmplGrp/AverageHrsPerWkDevotedToPosRt	2	1.00
IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt	0	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt	1	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/CompensationAmt	2	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/EmployeeBenefitProgramAmt	0	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/EmployeeBenefitProgramAmt	1	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/EmployeeBenefitProgramAmt	2	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/ExpenseAccountOtherAllwncAmt	0	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/ExpenseAccountOtherAllwncAmt	1	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/ExpenseAccountOtherAllwncAmt	2	0
IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm	0	ARLINE VOGEL
IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm	1	HARRIETT BALKIND
IRS990EZ/OfficerDirectorTrusteeEmplGrp/PersonNm	2	DIANE FRAIMAN
IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt	0	CHAIR
IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt	1	SECRETARY
IRS990EZ/OfficerDirectorTrusteeEmplGrp/TitleTxt	2	TREASURER
IRS990EZ/OperateHospitalInd	0	0
IRS990EZ/Organization501c3Ind	0	X
IRS990EZ/OrganizationDissolvedEtcInd	0	0
IRS990EZ/OrganizationHadUBIInd	0	0
IRS990EZ/OtherAssetsTotalDetail/BOYAmt	0	26725
IRS990EZ/OtherAssetsTotalDetail/EOYAmt	0	21640
IRS990EZ/OtherChangesInNetAssetsAmt	0	0
IRS990EZ/OtherExpensesTotalAmt	0	54881
IRS990EZ/PartVIHghstPdCntrctProfSrvcTxt	0	NONE
IRS990EZ/PartVIOfCompOfHghstPdEmplTxt	0	NONE
IRS990EZ/PoliticalCampaignActyInd	0	0
IRS990EZ/PrimaryExemptPurposeTxt	0	TO EDUCATE AND INFORM THE PUBLIC REGARDING THE ROLE OF MASS MEDIA IN THE POLITICAL PROCESS, AND TO ENCOURAGE CRITICAL THINKING WITH RESPECT TO POLITICAL MESSAGING AND ADVERTISING.
IRS990EZ/ProgramSrvcAccomplishmentGrp/DescriptionProgramSrvcAccomTxt	0	HONESTADS BRINGS YOU INTO-THE-KNOW ABOUT THE MANIPULATIVE EMOTIONAL TECHNIQUES USED IN POLITICAL ADVERTISING BY BUILDING AWARENESS IN INNOVATIVE AND COMPELLING WAYS. WE WORK WITH GROUPS WHO CARE ABOUT POLITICAL MEDIA LITERACY WITH THE MISSION THAT VIEWERS WILL NEVER WATCH POLITICAL ADS IN QUITE THE SAME WAY AGAIN.
IRS990EZ/ProgramSrvcAccomplishmentGrp/GrantsAndAllocationsAmt	0	0
IRS990EZ/ProgramSrvcAccomplishmentGrp/ProgramServiceExpensesAmt	0	65139
IRS990EZ/ProhibitedTaxShelterTransInd	0	0
IRS990EZ/RelatedOrganizationCtrlEntInd	0	0
IRS990EZ/SchoolOperatingInd	0	0
IRS990EZ/StatesWhereCopyOfReturnIsFldCd	0	NY
IRS990EZ/SubjectToProxyTaxInd	0	0
IRS990EZ/SumOfTotalLiabilitiesGrp/BOYAmt	0	677
IRS990EZ/SumOfTotalLiabilitiesGrp/EOYAmt	0	10000
IRS990EZ/TanningServicesProvidedInd	0	0
IRS990EZ/TaxImposedOnOrganizationMgrAmt	0	0
IRS990EZ/TaxImposedUnderIRC4911Amt	0	0
IRS990EZ/TaxImposedUnderIRC4912Amt	0	0
IRS990EZ/TaxImposedUnderIRC4955Amt	0	0
IRS990EZ/TaxReimbursedByOrganizationAmt	0	0
IRS990EZ/TotalExpensesAmt	0	83721
IRS990EZ/TotalProgramServiceExpensesAmt	0	65139
IRS990EZ/TotalRevenueAmt	0	54500
IRS990EZ/TrnsfrExmptNonChrtblRltdOrgInd	0	0
IRS990EZ/TypeOfOrganizationCorpInd	0	X
IRS990EZ/WebsiteAddressTxt	0	HONESTADS.ORG
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearAmt	0	54500
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus1YearAmt	0	70000
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus2YearsAmt	0	54000
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/CurrentTaxYearMinus3YearsAmt	0	245000
IRS990ScheduleA/GiftsGrantsContriRcvd170Grp/TotalAmt	0	423500
IRS990ScheduleA/PublicOrganization170Ind	0	X
IRS990ScheduleA/PublicSupportCY170Pct	0	0.56770
IRS990ScheduleA/PublicSupportPY170Pct	0	0.49800
IRS990ScheduleA/PublicSupportTotal170Amt	0	240440
IRS990ScheduleA/SubstantialContributorsTotAmt	0	183060
IRS990ScheduleA/ThirtyThrPctSuprtTestsCY170Ind	0	X
IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearAmt	0	54500
IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus1YearAmt	0	70000
IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus2YearsAmt	0	54000
IRS990ScheduleA/TotalCalendarYear170Grp/CurrentTaxYearMinus3YearsAmt	0	245000
IRS990ScheduleA/TotalCalendarYear170Grp/TotalAmt	0	423500
IRS990ScheduleA/TotalSupportAmt	0	423500
IRS990ScheduleB/ContributorInformationGrp/ContributorBusinessName/BusinessNameLine1	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorNum	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/AddressLine1	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/AddressLine2	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/City	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/State	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/ContributorUSAddress/ZIPCode	0	RESTRICTED
IRS990ScheduleB/ContributorInformationGrp/TotalContributionsAmt	0	RESTRICTED
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt	0	DESCRIPTION: DEPRECIATION. AMOUNT: 6,260. DESCRIPTION: OTHER EXPENSES. AMOUNT: 21,180. TOTAL TO FORM 990-EZ, LINE 14: 27,440.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt	1	DESCRIPTION: OFFICE EXPENSES. AMOUNT: 5,980. DESCRIPTION: INSURANCE. AMOUNT: 3,914. DESCRIPTION: FILING FEES. AMOUNT: 88. DESCRIPTION: MEALS & ENTERTAINMENT. AMOUNT: 1,714. DESCRIPTION: MEMBERSHIP DUES. AMOUNT: 939. DESCRIPTION: REPAIRS & MAINTENANCE. AMOUNT: 1,477. DESCRIPTION: REAL ESTATE TAXES. AMOUNT: 10,050. DESCRIPTION: BOOKS AND SUBSCRIPTIONS. AMOUNT: 5,487. DESCRIPTION: COMPUTER SERVICES . AMOUNT: 6,006. DESCRIPTION: DEVELOPMENT . AMOUNT: 18,072. DESCRIPTION: SUPPLIES . AMOUNT: 1,154. TOTAL TO FORM 990-EZ, LINE 16: 54,881.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt	2	DESCRIPTION: OTHER DEPRECIABLE ASSETS. BEG. OF YEAR AMOUNT: 26,725. END OF YEAR AMOUNT: 21,640.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt	3	DESCRIPTION: ACCOUNTS PAYABLE. BEG. OF YEAR AMOUNT: 677. END OF YEAR AMOUNT: 0. DESCRIPTION: ACCRUED EXPENSES . BEG. OF YEAR AMOUNT: 0. END OF YEAR AMOUNT: 10,000.
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc	0	FORM 990-EZ, PART I, LINE 14
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc	1	FORM 990-EZ, PART I, LINE 16 - OTHER EXPENSES
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc	2	FORM 990-EZ, PART II, LINE 24 - OTHER ASSETS
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc	3	FORM 990-EZ, PART II, LINE 26 - OTHER LIABILITIES
TransferPrsnlBnftContractsDecl/DeclarationDesc	0	THE ORGANIZATION DID NOT, DURING THE YEAR, RECEIVE ANY FUNDS, DIRECTLY,OR INDIRECTLY, TO PAY PREMIUMS ON A PERSONAL BENEFIT CONTRACT.THE ORGANIZATION, DID NOT, DURING THE YEAR, PAY ANY PREMIUMS, DIRECTLY,OR INDIRECTLY, ON A PERSONAL BENEFIT CONTRACT.
ReturnHeader/BuildTS	0	2024-10-15 13:58:12Z
ReturnHeader/BusinessOfficerGrp/DiscussWithPaidPreparerInd	0	1
ReturnHeader/BusinessOfficerGrp/PersonNm	0	HARRIETT BALKIND
ReturnHeader/BusinessOfficerGrp/PersonTitleTxt	0	SECRETARY
ReturnHeader/BusinessOfficerGrp/PhoneNum	0	2127646455
ReturnHeader/BusinessOfficerGrp/SignatureDt	0	2024-11-16
ReturnHeader/Filer/BusinessName/BusinessNameLine1Txt	0	HONEST ADS INC
ReturnHeader/Filer/BusinessNameControlTxt	0	HONE
ReturnHeader/Filer/EIN	0	464385040
ReturnHeader/Filer/PhoneNum	0	2127646455
ReturnHeader/Filer/USAddress/AddressLine1Txt	0	PEYSER 500 FIFTH AVE 43 FL
ReturnHeader/Filer/USAddress/CityNm	0	NEW YORK
ReturnHeader/Filer/USAddress/StateAbbreviationCd	0	NY
ReturnHeader/Filer/USAddress/ZIPCd	0	101100000
ReturnHeader/IRSResponsiblePrtyInfoCurrInd	0	1
ReturnHeader/PreparerFirmGrp/PreparerFirmEIN	0	133597814
ReturnHeader/PreparerFirmGrp/PreparerFirmName/BusinessNameLine1Txt	0	SKODY SCOT & CO CPAS PC
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/AddressLine1Txt	0	520 EIGHTH AVE SUITE 2200
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/CityNm	0	NEW YORK
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/StateAbbreviationCd	0	NY
ReturnHeader/PreparerFirmGrp/PreparerUSAddress/ZIPCd	0	10018
ReturnHeader/PreparerPersonGrp/PhoneNum	0	2129671100
ReturnHeader/PreparerPersonGrp/PreparationDt	0	2024-10-08
ReturnHeader/PreparerPersonGrp/PreparerPersonNm	0	WILLIAM SKODY
ReturnHeader/ReturnTs	0	2024-11-16T00:22:30-06:00
ReturnHeader/ReturnTypeCd	0	990EZ
ReturnHeader/TaxPeriodBeginDt	0	2023-01-01
ReturnHeader/TaxPeriodEndDt	0	2023-12-31
ReturnHeader/TaxYr	0	2023

Document Assets

No mirrored PDF or thumbnail assets are attached yet.

Filings

Displayed year

2023 • Form 990EZDetailed filing. Detailed filing data is available for this year.

Open filing

Assets: $27,931
Liabilities: $10,000
Net assets: $17,931
Revenue: $54,500
Expenses: $83,721
Net income: -$29,221

	Balance Sheet			Operations
Year	Assets	Liabilities	Net Assets	Revenue	Expenses	Net Income
2024Detailed filing. Detailed filing data is available for this year.	$0.28	$0.00	$0.28	$0.93	$0.82	$0.10
2023Detailed filing. Detailed filing data is available for this year.	$0.28	$0.10	$0.18	$0.55	$0.84	$0.29
2022XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.48	$0.01	$0.47	$0.70	$0.68	$0.02
2021XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.45	$0.01	$0.45	$0.54	$0.65	$0.11
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.57	$1.95	$1.38	$2.45	$0.93	$1.52
2019Detailed filing. Detailed filing data is available for this year.	$0.18	$3.08	$2.90	$0.00	$0.56	$0.56
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.10	$2.44	$2.34	$0.01	$0.55	$0.54
2017Detailed filing. Detailed filing data is available for this year.	$0.18	$1.98	$1.80	$0.00	$0.60	$0.60
2016XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.18	$1.38	$1.20	$0.10	$0.30	$0.20
2015XML pending. An XML filing is linked for this year, but detailed extraction is still pending.	$0.25	$1.25	$1.00	$0.15	$0.31	$0.16
2014Detailed filing. Detailed filing data is available for this year.	$0.12	$0.97	$0.85	$0.12	$0.97	$0.85