Date
22 September 2017
Facebook has introduced new rules to ensure that publishers of content flagged as misinformation or false news cannot profit from the social media platform. Photo: Bloomberg
Facebook has introduced new rules to ensure that publishers of content flagged as misinformation or false news cannot profit from the social media platform. Photo: Bloomberg

Facebook tightens rules on who can cash in on ads

Facebook, the world’s largest social media platform, has tightened its rules on who can make money from advertising on its network, Reuters reports.

The company implemented the new standards with immediate effect to make it clearer which publishers can earn money on Facebook and with what content, the report said.

The new standards came after the firm has faced criticism that it is too simple for providers of fake news and sensational headlines to cash in from the network.

Facebook, together with Google accounts for around two fifths of internet advertising, which is forecast to grow by 13 percent to US$205 billion this year.

Marketing executives have criticized Facebook for failing to ensure that the digital ads distributed to its more than 2 billion active users reach their intended audience.

The social network has also drawn criticism from major advertisers for inflating its audience figures and not adequately tracking ads, which were sometimes placed alongside content detrimental to the brands being promoted, the report noted.

On Wednesday, Facebook said it would seek accreditation from the Media Ratings Council, a US non-profit organization, for audience measurement services.

“We take very seriously our responsibility to earn and maintain the trust of people in businesses,” Facebook’s Chief Operating Officer Sheryl Sandberg said at a digital marketing conclave in Cologne.

“We hear their concerns about safe environments, about standards, about measurement, and this is critical to us,” she said.

“We’re working hard to roll things out that give you more control over where your ads run, and more knowledge about where your ads run, before, during and after campaign.”

To make money on Facebook in future, content creators and publishers will have to comply with its so-called community standards, which seek to ensure that content is authentic, not offensive and adheres to its guidelines.

Those publishing content flagged as misinformation or false news may be ruled ineligible to profit from Facebook, as would creators of clickbait and sensationalism, according to the rules seen by Reuters.

Facebook’s guidelines for monetization give broad definitions of content that would be disallowed – including “family entertainment characters engaged in violent, sexualized, or otherwise inappropriate behavior”.

Also covered are depictions of death, casualties and physical injuries in tragedies such as natural disasters; and content that is incendiary, inflammatory, demeaning or disparaging toward people or groups.

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CG/RC

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