--> This news look important to me as advertisers are coming back to old models and will need more advice from media agency, could be a new opportunity for a WPP, PUB and peers to be back in the game...the stock are been huge underperformer
YTD WPP -21% PUB -12%
1Y WPP -18% PUB -15.6%
it could be interesting to see how this will move but maybe the end of the tunnel for them
Social network allows advertisers to choose content areas where ads will appear
Facebook is looking to soothe advertisers’ fears about finding their ads next to violent, explicit or politically controversial content, with new rules that restrict which videos and articles can be monetised.
The world’s largest social network has announced guidelines for publishers and creators, as it pushes deeper into placing advertising next to videos and fast-loading “instant articles”.
The move comes after big brands — including Coca-Cola, Johnson & Johnson and Volkswagen — withdrew from Google’s YouTube after their ads were featured before extremist or derogatory videos. Big television companies and publishers subsequently positioned themselves as safer for brands than digital platforms.
Carolyn Everson, vice-president of global marketing solutions at Facebook, said it was important the entire digital advertising ecosystem was seen as “transparent, accountable and safe”.
“It has come under a lot of criticism over the past year and we want to ensure that we are doing our part to lead the industry,” she said.
The rules include nine categories where Facebook has banned ads.
These include content that depicts children’s characters engaging in violent or sexualised behaviour, content on “debated social issues” that is incendiary, inflammatory, demeaning or disparages people or groups and content that focuses on real-world tragedies, including depictions of natural disasters, crime and terminal illnesses — even if it is designed to promote awareness.
Ms Everson said Facebook was not censoring, as the content would still appear on the platform, but wanted to ensure advertisers felt they had control of the type of postings against which their brands were displayed.
“Say you were going to run a story on the aftermath of a plane crash and you had a video that maybe showed there was somebody dead in that, maybe blood, we know that advertisers would be uncomfortable running next to it,” she said.
Facebook will also give advertisers the option of choosing where to place adverts from a long list of publishers, allowing them to avoid certain creators — and to see where their adverts were featured after they had run.
Publishers and creators posting content flagged as misinformation or sensationalised may also lose their eligibility to earn revenue on the platform.