Facebook to Clamp Down on Who Can Cash in on Ads

Sandberg Facebook feels a sense of 'responsibility'

Sandberg Facebook feels a sense of 'responsibility'

Facebook said on Wednesday it would introduce tougher rules on who can make money from advertising on its network, responding to criticism that it makes it too easy for providers of fake news and sensational headlines to cash in.

On Wednesday, Facebook said it would seek accreditation from the Media Ratings Council, a USA non-profit organisation, for audience measurement services. Keep in mind that even if your content is eligible for ads, some brands and advertisers may choose to use brand safety controls to tailor where their ads run.

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

Facebook's guidelines for monetisation give broad definitions of content that would be disallowed - including "family entertainment characters engaged in violent, sexualised, or otherwise inappropriate behaviour". Publishers and other users planning to make money through Facebook's monetization programs must have "an authentic, established presence on Facebook", and must have used a page or profile for at least a month. It's a move that is created to keep the social network relatively family friendly, and Facebook also wants to address advertiser concerns about the type of content their ads appear next to.

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 towards people or groups.

As part of the steps to clean up the network, Facebook is coming down harder on content relating to hate speech, terrorism and violence, but appeasing advertisers is a major focus of the latest measures. Its parliament passed a law in June to introduce fines of up to 50 million euros ($60 million) for social media networks if they fail to remove hateful postings promptly.

As part of the announcement, Facebook separately said it would offer advertisers more options for tracking where their ads appear - and eventually will provide a system that "clearly identifies the publishers that their ads ran on".

If your content does not comply with these standards, we will notify you that we have removed the ads.