"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", the post warned.
The changes comes after the British government and several other big advertisters earlier this year pulled their ads from YouTube because they appeared with videos containing extremist, homophobic, or racist content. Google, in response, promised to increase its use of technology to help identify extremist and terrorism-related videos.
The company is not only clamping down on what can be monetized, it is also doing more to keep advertisers happy, including using third-party verification to measure ad performance. This was revealed by Carolyn Everson, VP global marketing solutions at Facebook, in a blog post. On top of this, Facebook is seeking accreditation from the Media Rating Council for Instagram, Facebook and Audience Network. "The key will be if these standards are baked into any new innovation that launches from the start, like you are seeing here". This month Facebook executives told congressional investigators that it unwittingly sold $100,000 worth of ads during the US presidential election to a Russian company that was targeting voters. This is across Instant Articles, in-stream ads and its Audience Network offering. It has also added 3,000 more content reviewers to its team to report content violating community standards.
Addressing brand safety concerns, Everson explained that generally, people who view content in News Feed are able to 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. While Brand safety has always been the top priority with thousands of advertisers posting ads on the Facebook, it is mandatory that the company should take some effort especially after the advertisers tanked the YouTube ads after discovering that the ads were run in all kind of content that promoted a lot of degrading phenomena including racism.
Facebook said it's also releasing new tools so advertisers know what publishers ran their ads.
The ad sales were tied to a Russian business with a history of pushing pro-Kremlin propaganda, the Washington Post reported. Facebook is extending the guidelines immediately to videos - which the company hopes will become an increasingly lucrative part of its business - and, in the coming months, to articles.