Facebook has enabled hundreds of publishers and individuals to run ads during live video broadcasts in the past year, and the company recently introduced a slate of new shows on a part of its site called "Watch".
Creators and publishers must have an authentic, established presence on Facebook - they are who they represent themselves to be, and have had a profile or Page on Facebook for at least one month. Similarly, the new guidelines of Facebook will address such kind of concerns including where the ads should be published and what kind of ads should be shown to what kind of audience, etc. According to Facebook, it will notify publishers if ads are removed from their content and they can appeal the decisions.
As a result, Facebook is now trying to manufacture new tools hoping that the platform can comfort and clear all the doubts that the advertisers have. This also extends to publishers monetising their sites and apps via Facebook's Audience Network.
Facebook has also 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 US election. "That being said, content adjacency might still be a concern for other ad placements in which the disconnect between content and advertisement may not be as clear". Post-campaign reporting will begin rolling out in the coming months.
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.
Facebook's list of prohibited content include misappropriation of children's characters; tragedy and conflict; content that is incendiary, inflammatory, demeaning or disparages people, groups or causes; violence; adult content; sale or use of illegal or illicit products, services or activities and drugs or alcohol use.
"Our goal is support creators and publishers who are enriching our community", Nick Grudin, VP of Media Partnerships at Facebook, notes in a new blog post. "Every week, our community reports millions of pieces of content to us for possibly violating our Community Standards", Everson said.
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.
"Facebook is this huge, huge, huge platform, and they haven't really been monetising original content in the same way as YouTube has", said Mr John Montgomery, executive vice-president for brand safety at GroupM, a media investment group for the advertising giant WPP.