Sci-tech

Facebook to clamp down on hate speech and clickbaits

Facebook to clamp down on hate speech and clickbaits”

Facebook Inc. is adding new standards for publishers that are eligible to run ads with their content - they have to be real people, for example, and may be banned for posting false or sensational news.

Facebook is also banning ads from running on content that "promotes the sale or use of illegal products, services, or activities;" promotes "the excessive consumption of alcohol, smoking, or drug use;" or contains "excessive use of derogatory language".

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.

The company will seek accreditation from the Media Ratings Council for audience measurement amid criticism that Facebook has inflated those figures.

Germany is one of Facebook's toughest critics on hate speech and privacy. So on Wednesday, September 13, Facebook established formal rules for what kinds of content can't be monetized with Branded Content, Instant Articles, and mid-roll video Ad Breaks. Facebook says it will ban anything that "promotes attacks on people or groups", but that ban extends even to publishers promoting that content "in the context of news or awareness purposes". For Audience Network, we expect the full list of publishers on the complete set of formats to be available by October. And in the coming months, Facebook will provide post-campaign reporting on all the placements where ads were shown.

In a blog post entitled Providing More Clarity and Controls for Advertisers, Facebook's vice president of global marketing solutions, Carolyn Everson, explains the new policies.

"We hear them loud and clear", Everson wrote.

To use any of our monetization features, you must comply with Facebook's policies and terms, including our Community Standards, Payment Terms, and Page Terms.

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. These apply to videos on Facebook today, and will extend to Instant Articles over time.

While the guidelines do not cover every scenario, they are a good indicator of what types of content are likely to generate more revenue.

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. If you believe your content should be eligible, you can reach out through the appeals channel.



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