Facebook Sets Guidelines To Dictate What Types Of Content It Won't Monetize

Joanna Estrada
September 13, 2017

It's a move that is created to keep the social network relatively family friendly, and Facebook also wants to address advertiser concerns about the type of content their ads appear next to.

Facebook said it's also releasing new tools so advertisers know what publishers ran their ads.

The company will seek accreditation from the Media Ratings Council for audience measurement amid criticism that Facebook has inflated those figures.

"Keeping our community safe is critical to our mission, and there is absolutely no place on Facebook for hate speech or content that promotes violence or terrorism", Everson wrote. The company says: "With regards to brand safety, generally, people who view content in News Feed 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".

We want to support a diverse range of creators and publishers, which is why we've introduced a range of monetization options, including Branded Content and Instant Articles. Plus, more than 10,000 publishers are now posting articles directly to Facebook using Instant Articles, which have gradually been allowed to carry more ads. That will start rolling out next week with full-lists available by Ocotober.

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 USA election.

Facebook will also step up its monitoring of hate speech, adding 3,000 content reviewers to almost double the size of its existing team, Senior Vice President for Global Marketing Solutions Carolyn Everson said in a blog post. These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles.

Nick Grudin, Facebook's VP of Media Partnerships, said in a blog post on Wednesday that those who share clickbait, sensationalism, fake news and misinformation could also be ineligible from making money through the social media site.

These guidelines provide more detail on the types of content that advertisers may find sensitive, and should help you make more informed decisions about what content to monetize.

But one part of the rules may generate the most controversy. The company removes the content if it violates these standards. "Which is why today, we're introducing new monetization eligibility standards that will provide clearer guidance around the types of publishers and creators eligible to earn money on Facebook, and the kind of content that can be monetized".

Facebook appears eager to settle advertisers' brand safety nerves before it begins ramping up its in-stream video ads more aggressively, even though those ads won't run during user-generated videos as on YouTube.

Facebook is also banning ads from running on content that "promotes the sale or use of illegal products, services, or activities;" promotes "the excessive consumption of alcohol, smoking, or drug use;" or contains "excessive use of derogatory language".

Other reports by Click Lancashire

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