Facebook to keep ads away from fake news, clickbait

Facebook said it will provide post-campaign feedback to advertisers that clearly identifies the publishers that ran their ads
Facebook said it will provide post-campaign feedback to advertisers that clearly identifies the publishers that ran their ads
Author

13 September, 2017

Fostering an ecosystem where creators and publishers of all sizes can connect with their fans and earn money for their work is a critical part of creating these connections and experiences for our community.

First, the company says it's laying out a new set of guidelines on what violates its policies for monetization programs like Branded Content and Instant Articles.

Today Facebook introduces new limitations on what sort of content can be monetized on its network.

"We take very seriously our responsibility to earn and maintain the trust of people in businesses", Sandberg told dmexco, a major digital marketing gathering in Cologne. "We're working hard to roll things out that give you more control over where your ads run, and more knowledge about where your ads run, before, during and after the campaign".

Throughout the list of content that could render publishers ineligible for monetization, Facebook notes that the rules can apply "even if the intention is to promote awareness or education" and even if the post is "in the context of news".

Also covered are depictions of death, casualties and physical injuries in tragedies such as natural disasters; and content that is incendiary, inflammatory, demeaning or disparaging toward people or groups. New monetization eligibility standards make clear what is not permitted on Facebook - including clickbait and sensational content. Our goal is support creators and publishers who are enriching our community. Additionally, some of our features like Ad Breaks require a sufficient follower base, something that could extend to other features over time.

At the same time, Facebook's vice president of media partnerships, Nick Grudin, used a blog post to introduce the new content monetization standards and guidelines.

While the guidelines do not cover every scenario, they are a good indicator of what types of content are likely to generate more revenue.

If your content does not comply with these standards, we will notify you that we have removed the ads. If you believe your content should be eligible, you can reach out through the appeals channel.

The changes comes after the British government and several other big advertisters earlier this year pulled their ads from YouTube because they appeared with videos containing extremist, homophobic, or racist content. Google, in response, promised to increase its use of technology to help identify extremist and terrorism-related videos.

"As soon as we determine that content has breached our community standards, we remove it".


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