Facebook promises to monitor hate and fake news on the platform

15 September, 2017, 00:34 | Author: Alicia Barber
  • Facebook tightens rules on earning platform ad money

We want to support a diverse range of creators and publishers, which is why we've introduced a range of monetization options, including Branded Content and Instant Articles. The company says: "With regards to brand safety, generally, people who view content in News Feed implicitly understand that the individual posts they see are not connected to or endorsed by the other posts in their feed - from brands or anyone else". Similarly, the new guidelines of Facebook will address such kind of concerns including where the ads should be published and what kind of ads should be shown to what kind of audience, etc.

This is a big deal because it could shape the styles of content created for Facebook Watch, the new original programming hub it has launched, where publishers earn 55% of the ad revenue. Facebook admits it's been accused of "grading our own homework", VP of global marketing solutions Carolyn Everson wrote.

As a result, Facebook is now trying to manufacture new tools hoping that the platform can comfort and clear all the doubts that the advertisers have. "These standards will apply to ad placements where context could matter, including in-stream ads and Instant Articles", Everson stated. This also extends to publishers monetising their sites and apps via Facebook's Audience Network. Meanwhile, post-campaign lists will begin rolling out in the coming months.

At the same time, Facebook's vice president of media partnerships, Nick Grudin, used a blog post to introduce the new content monetization standards and guidelines.

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Those who share content that repeatedly violates our Content Guidelines for Monetization, share clickbait or sensationalism, or post misinformation and false news may be ineligible or may lose their eligibility to monetize.

Content specifically excluded falls into nine categories, including anything that: involves children's characters engaging in inappropriate behaviour; is focused on real world tragedies, even if the intention is to promote awareness or education; is incendiary, inflammatory, demeaning or disparages people, groups, or causes; depicts threats or acts of violence against people or animals; has nudity or adult content as the focal point; depicts overly graphic images; depicts excessive consumption of alcohol, smoking or drug use; contains excessive use of derogatory language.

"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. It has also added 3,000 more content reviewers to its team to report content violating community standards.

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