San Francisco - Facebook is adding new standards that will keep advertising off
fake news videos and objectionable content, moves that have become
essential as the company starts to put ads inside videos and articles,
instead of separately on the news feed.
Carolyn Everson, the company’s vice president of marketing solutions,
said the moves are in reaction to advertiser fears about being paired
with content that wouldn’t reflect well on their brands.
million advertisers are increasingly sensitive to their product pitches
showing up next to offensive content after a
controversy at Google’s YouTube earlier this year. Facebook wants to
avoid that so-called brand safety problem.
The moves, which will be enforced through a combination of human and
automated review, address advertiser concerns about another Facebook
problem, too: fake news and fictitious accounts. The company has been
dealing with the spread of misinformation on its platform, reporting
last week that fake accounts, likely
linked to Russia, spent $100 000 in ads ahead of the US election.
Russia’s effort to influence US voters through Facebook and other
social media is a
“red-hot” focus of special counsel Robert Mueller’s investigation into
the 2016 election and links between President
Donald Trump’s associates and the country.
The new guidelines apply to publishers that want to run ads with
their content and require an "authentic, established presence on
Facebook,” proof that “they are who they represent themselves to be, and
have had a profile or page on Facebook for at least one month,” the
In order to put ad breaks in their videos, those publishers may need
to have a follower base Facebook finds "sufficient,” and the company
said that requirement could be applied to other ad features.
Publishers that “share clickbait or sensationalism, or post
misinformation and false news may be ineligible or may lose their
eligibility to monetise,” Facebook said.
Facebook already has rules for the content from media publishers on
its site, which are much stricter than what’s allowed for the general
community. For example, content can’t show too much drinking or drug
use, excessively use derogatory language, show real-world tragedy or put
children in compromising situations even for humourous effect. These
will now apply to videos as well.
Everson and chief operating officer
Sheryl Sandberg are pitching the new standards to advertisers at a
conference this week in Germany. The company will be selling its newest
ad opportunities on a new Facebook video section called
Facebook has paid and partnered with dozens of video series to
start off the video push, but eventually wants the effort to be paid for
entirely from advertising, for which it will share revenue with
publishers. The company said it will eventually be able to give
advertisers a list of what publishers’ content their ads appeared
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