Facebook addresses brand safety issues

Carolyn Everson Facebook 9175

Carolyn Everson Facebook 9175

Publishers repeated caught sharing content that violates Facebook's Content Guidelines for Monetization, clickbait or sensationalism, or misinformation and false news risk losing their monetization privileges.

The rules published by Facebook on Wednesday prohibit ads from running on content that features "fights, gore and beatings of either animals or people".

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").

Along with these guidelines, Facebook also announced new tools for advertisers.

These are the latest changes to how Facebook uses ads on its site.

"We have found approximately $100,000 in ad spending ... that was connected to about 470 inauthentic accounts and pages in violation of our policies", Facebook Chief Security Officer Alex Stamos wrote in a post, last week. 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.

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Facebook, the world's largest social network, has recently introduced a range of monetisation options, including "Branded Content" and "Instant Articles". While it clarified the types of publications that will no longer get ad money, it also removed the line between content that promotes unsavory or offensive subjects and content that's reporting on them - a move that could have a big impact on the sorts of topics that will appear on Facebook. Your content may be impacted by these guidelines, but will remain on the platform provided it meets our Community Standards.

Specifically, Facebook has spelled out what kind of publishers are and aren't allowed to make money from ads on the social networking platform.

"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.

Creators and publishers must have an authentic, established presence on Facebook, it said, adding these guidelines also apply to videos on Facebook and will extend to "Instant Articles" over time.

With early indications that Watch is drawing an audience, coming out with standards early in its roll out gives Facebook an opportunity to build a quality environment.

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