Facebook will shut off ads for publishers that violate standards

Facebook, the world's largest social network, has recently introduced a range of monetisation options, including "Branded Content" and "Instant Articles". These standards provide clearer guidance around the types of publishers and creators that are eligible to earn money on Facebook, along with guidelines on the kind of content that can be monetized.

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

This is a major ordeal since it could shape the styles of content made for Facebook Watch, the new unique programming center point it has launched where distributors procure 55% of advertisement income.

"There have been concerns that marketers have had that are wide-ranging around digital, and we want to do everything we can to ensure that we are providing the safest environment for publishers, advertisers and for people that utilise the platform", said Ms Carolyn Everson, Facebook's vice-president of global marketing solutions.

"We have found approximately $100,000 in ad spending ... that was connected to about 470 inauthentic accounts and pages in violation of our policies", Facebook Chief Security Officer Alex Stamos wrote in a post, last week. For Audience Network, we expect the full list of publishers on the complete set of formats to be available by October.

To create a more brand-friendly environment, Facebook is updating its advertising and content guidelines.

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The ad sales were tied to a Russian business with a history of pushing pro-Kremlin propaganda, the Washington Post reported.

In a blog post, Nick Grudin, VP of Media Partnerships, outlined how the new "monetization eligibility standards" will work. It has also added 3,000 more content reviewers to its team to report content violating community standards.

Publishers repeated caught sharing content that violates Facebook's Content Guidelines for Monetization, clickbait or sensationalism, or misinformation and false news risk losing their monetization privileges.

Among the content that will likely get publishers cut off from ad revenue are misappropriations of children's characters, debated social issues, violence, adult content, drug and alcohol use, offensive language and graphic content.

"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.

(Copyright © 2015. All Rights Reserved.)
 
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