Published: Fri, September 15, 2017
Technology | By Timothy Carter

Facebook promises brand safety: keeps ads away from controversial issues

Facebook promises brand safety: keeps ads away from controversial issues

New monetization eligibility standards make clear what is not permitted on Facebook - including clickbait and sensational content. Also, Facebook is requiring that publishers have a sufficient follower base to use certain ad products, Ad Breaks in particular.

Facebook is also taking part in active discussions with JICWEBS on DTSG (United Kingdom) and working with the AGF (Germany) to find a new solution to report reach across media.

Facebook will use automated systems and human reviewers to enforce its new rules, which will also ban monetization on content that could be considered violent ("depicting threats or acts of violence against people or animals"), explicit (showing "blood, open wounds, bodily fluids, surgeries, medical procedures"), or pornographic (showing "nudity or adult content, including depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative").

The company will seek accreditation from the Media Ratings Council for audience measurement amid criticism that Facebook has inflated those figures. "The key will be if these standards are baked into any new innovation that launches from the start, like you are seeing here".

Facebook has also been dealing with the spread of misinformation on its platform, reporting last week that fake accounts, likely linked to Russian Federation, spent $100,000 in ads ahead of the USA election. Across its flagship platform and Audience Network, internal data shows more than 70% of in-stream video ads - up to 15 seconds in length - are viewed to completion.

"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.

To speed up its process of reviewing content which has breached its Community Standards, Facebook has revealed that it would enlist an additional 3,000 content reviewers. That means that publishers may choose to not post content about important but messy topics because they might not be able to make money off of it.

We want to support a diverse range of creators and publishers, which is why we've introduced a range of monetization options, including Branded Content and Instant Articles.

Every day, people come to Facebook to connect with stories from creators and publishers they love.

Also, the guidelines are going to address the revenue sharing model which is going to pay the ad creators a sum, for posting the article pages, and for in-streaming the videos as well.

The ad sales were tied to a Russian business with a history of pushing pro-Kremlin propaganda, the Washington Post reported.

Like this: