Facebook promises brand safety: keeps ads away from controversial issues


"Those creators and publishers who are violating our policies regarding intellectual property, authenticity, and user safety, or are engaging in fraudulent business practices, may be ineligible to monetize using our features", wrote Grudin wrote in a blog post.

Techcrunch noted that "while Facebook has tried to avoid becoming a media company, setting these aggressive rules on what can't be monetized is akin to making an editorial decision about what content it approves".

In an effort to further combat hate speech and other violations, Facebook will add 3,000 content reviewers, almost doubling its existing team, said Carolyn Everson, Facebook senior vice president for global marketing solutions. These confirmations and investigation could give Facebook's promoters certainty that their advertisements aren't being appeared beside bad content, are really being seen, are being tallied appropriately.

The action comes as Facebook has been criticized over the role its social network played spreading fake news during the 2016 US presidential campaign. On a whole, it is believed that this change is going to change alot of the social media marketing and the way it is approached especially keeping the sensitivity in picture and the brand owners can sleep in peace given the way the Facebook is trying to make sure that the ads reach the right audience with potential.

Facebook is taking action to provide more clarity and controls for advertisers with new updates. This month Facebook executives told congressional investigators that it unwittingly sold $100,000 worth of ads during the USA presidential election to a Russian company that was targeting voters.

Facebook also said it would seek accreditation from the Media Ratings Council for audience measurement services. It has also added 3,000 more content reviewers to its team to report content violating community standards. "Content that features or promotes issues attacks on people or groups is generally not eligible for ads, even if in the context of news or awareness purposes", Facebook's new policy said. 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.

Facebook has recently introduced a range of monetisation options, including "Branded Content" and "Instant Articles". Creators and publishers must have an authentic, established presence on Facebook.

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. Meanwhile, post-campaign lists will begin rolling out in the coming months.