Facebook promises brand safety: keeps ads away from controversial issues

A 3D plastic representation of the Facebook logo is seen in this illustration

The post stated sharing content that repeatedly violates the Content Guidelines for Monetization, share clickbait or sensationalized news or post misinformation and fake news might lose the ability to run ads. The company has 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 U.S. election.

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.

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").

Facebook is this huge, huge, huge platform, and they haven't really been monetising original content in the same way as YouTube has.

But the tech firm is drawing a clearer line when it comes to profiting from tragedy, fake news and other offensive content.

These are the latest changes to how Facebook uses ads on its site. It's additionally looking for accreditation from the Media Ratings Council throughout the following year and a half for its advertisement impression revealing, third party viewing, and two-second least view time video promotion purchasing. This is across Instant Articles, in-stream ads and its Audience Network offering. "Every week, our community reports millions of pieces of content to us for possibly violating our Community Standards", Everson said. "We want to ensure that advertisers feel confident in their investment on our platform and brand safety and what content ads are running against has been an area of concern".

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.

Addressing brand safety concerns, Everson explained that generally, people who view content in News Feed are able to implicitly understand that the individual posts they see, are not connected to or endorsed by the other posts in their feed- from brands or anyone else. Creators and publishers must have an authentic, established presence on Facebook. Facebook is extending the guidelines immediately to videos - which the company hopes will become an increasingly lucrative part of its business - and, in the coming months, to articles.

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