Facebook Enforces Strict Advertising Rules

Sep

13

2017

Facebook Enforces Strict Advertising Rules To Counter Fake News

Facebook said on Wednesday it would set tougher rules on who could make money from ads on its social network, in response to criticism that it makes it much easier for fake news publishers and titles to earn.

Caroline Iverson, senior vice president of global marketing solutions, said in a publication that the world’s largest social network will launch new standards to provide clearer guidance on qualified publishers to make money on Facebook and what content they can make money from.

Everson added that these criteria will apply to ad placements where context matters. His statement coincides with the emergence of Facebook’s chief operating officer, Cheryl Sandberg, on Wednesday at dmexco, a large digital marketing community in Cologne, Germany.

Germany is one of Facebook’s toughest critics of hate speech and privacy. Its parliament passed a law last June imposing fines of up to 50 million euros ($ 60 million) on social networks if it slows down the removal of hate literature.

Facebook accounts with Google for about two-fifths of online advertising, which Zenith expects to grow 13% to $ 205 billion this year, surpassing TV ads as the largest corporate channel to distribute its products to consumers.

Facebook faces criticism from marketers that digital advertising on more than 2 billion active users per month does not reach the target audience, is not being followed well enough, and in some cases has been placed with content that harms the reputation of the brands it promotes.

“We hear them loud and clear,” Everson said. “We are serious about our responsibility to win and maintain the confidence of our advertising partners – and in giving them the confidence they need for our investment.”

Facebook intends to increase the monitoring of hate speech, adding 3,000 references to content to nearly double the size of its current team. “There is absolutely no place on Facebook for hate speech or content that encourages violence or terrorism,” Everson said.

“Once we determine that the content has violated community standards, we remove it. However, in a large society like Facebook, intolerance does not mean it is not absolute. “

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