Facebook to keep ads away from offensive content

Kelley Robertson
September 15, 2017

San Francisco - Facebook is adding new standards that will keep advertising off fake news videos and objectionable content, moves that have become essential as the company starts to put ads inside videos and articles, instead of separately on the news feed.

In other words, creators should be "who they represent themselves to be, and have had a profile or Page on Facebook for at least one month", explains Grudin. Our goal is support creators and publishers who are enriching our community.

Content creators and publishers will need to comply with tight community standards in order to be eligible to make money on Facebook, the company said, and those flagged as misinformation (or clickbait or sensationalism) could be found ineligible to profit from advertising. If what's published is deemed to be in violation of these guidelines, publishers will be notified that ads have been removed from the material - a decision that can be appealed.

As a result, Facebook is now trying to manufacture new tools hoping that the platform can comfort and clear all the doubts that the advertisers have. A report that came last week shows that Facebook reaches Americans more than rest of the world and this is why many fake Russian bank accounts managed to purchase ads of worth $100,000 in the last two years and none of these purchases were rectified till now. Facebook lets it out's been blamed for "reviewing our own homework", VP of global marketing solutions Carolyn Everson said.

But as advertisers direct more dollars to digital, many are demanding proof that the ads are translating into sales, and are growing wary of the content to which their ads are connected. "These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles", Everson stated.


While the guidelines do not cover every scenario, they are a good indicator of what types of content are likely to generate more revenue. "Content flagged as misinformation and false news may be ineligible or may lose their eligibility to monetize", reads Facebook's new guidelines.

Additionally, Facebook is expecting that publishers have an authentic, established presence on the network.

Facebook's list of prohibited content include misappropriation of children's characters; tragedy and conflict; content that is incendiary, inflammatory, demeaning or disparages people, groups or causes; violence; adult content; sale or use of illegal or illicit products, services or activities and drugs or alcohol use.

"New partnerships Facebook is partnering closely with third parties, such as DoubleVerify and Integral Ad Science, to ensure the brand safety tools and controls created to serve advertisers" needs.

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