Facebook tightens rules on earning platform ad money

Carolyn Everson Facebook 9175

Facebook sales chief Carolyn Everson Michael Seto Business Insider

"We want to support a diverse range of creators and publishers, which is why we've introduced a range of monetisation options, including Branded Content and Instant Articles", said Nick Grudin, VP of media partnerships, in a blog post.

"We're introducing new monetisation eligibility standards that will provide clearer guidance around the types of publishers and creators eligible to earn money on Facebook and the kind of content that can be monetised".

The guidelines come at a time when Facebook is testing in-stream video ads with hundreds of publishers per The Wall Street Journal.

In an effort to further combat hate speech and other violations, Facebook will add 3,000 content reviewers, almost doubling its existing team, said Carolyn Everson, Facebook senior vice president for global marketing solutions.

But as advertisers direct more dollars to digital, many are demanding proof that the ads are translating into sales, and are growing wary of the content to which their ads are connected. For Audience Network, we expect the full list of publishers on the complete set of formats to be available by October. "At Facebook, we take very seriously our responsibility to earn and maintain the trust of our advertiser partners-and give them the confidence they need to invest in us", Everson wrote in a blog post. The company has been dealing with the spread of misinformation on its platform, reporting last week that fake accounts, likely linked to Russian Federation, spent $100 000 in ads ahead of the United States election.

Grudin's post further warned those who share content that repeatedly violates our Content Guidelines for Monetisation, share clickbait or sensationalism, or post misinformation and false news may be ineligible or may lose their eligibility to monetize.

These guidelines provide more detail on the types of content that advertisers may find sensitive, and should help you make more informed decisions about what content to monetize. If the new guidelines encourage people to post more G-rated video content, they are likely to bolster Facebook's pitch to advertisers.

"As soon as we determine that content has breached our community standards, we remove it".

"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.

The rules, which will be enforced by a mix of automation and human review, restrict ads from content that depicts, among other topics, real-world tragedies, "debatable social issues", misappropriation of children's show characters, violence, nudity, gore, drug use and derogatory language.

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