What’s On

Another step from Facebook for advertisers: a promise to keep ads away from offensive pages

Beginning today, Facebook is implementing a new review process to determine which Pages and Groups should feature ads alongside their content. This process will expand the scope of Pages and Groups that should be ad-restricted. By the end of the week, the social media network will remove ads from all Pages and Groups that fall into the new, more expansive restricted list.

The move comes on the back of the much publicised #FBrape campaign that had led to advertisers pulling off their ads from the social media platform. Industry thought leaders had asserted at the time that given the nature of the platform, companies such as Facebook should take more responsibility for the kind of content that is seen on the website.

In a statement issued on June 28, 2013 Facebook admitted that it “recognises the need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups”.

Elaborating on how Facebook intends to follow the new process, the company said in the statement, “For example, we will now seek to restrict ads from appearing next to Pages and Groups that contain any violent, graphic or sexual content (content that does not violate our community standards). Prior to this change, a Page selling adult products was eligible to have ads appear on its right-hand side; now there will not be ads displayed next to this type of content.”

In order to be thorough, this review process will be manual at first, but in the coming weeks Facebook will build a more scalable, automated way to prevent or remove ads appearing next to controversial content.

“Like any digital platform, we’re not going to be perfect but we will be much better. We’ll continue to work aggressively on this issue with advertisers. We are confident the immediate steps we’re taking will result in a significantly improved approach to preventing these instances from occurring, and we are committed to making this process work for everyone who uses Facebook,” the company said in the statement.