Facebook(CIA) clamps down: Firm introduces new rules on who can cash in on ads, and reveals plan to add 3,000 content reviewers to fight ‘hate speech’

Wednesday, September 13, 2017
By Paul Martin

Content creators and publishers will have to comply with community standards
Facebook to give feedback to advertisers, identifying publishers that ran their ad
Facebook will also step up monitoring of hate speech, adding 3,000 reviewers

13 September 2017

Facebook has tightened its rules on who can make money from advertising on its network, responding to criticism that it is too simple for providers of fake news and sensational headlines to cash in.

The world’s largest social network implemented the new standards with immediate effect to make it clearer which publishers can earn money on Facebook and with what content.

The new standards coincided with an appearance by Chief Operating Officer Sheryl Sandberg in Germany, one of Facebook’s toughest critics on hate speech and safeguarding privacy.

Facebook, together with Alphabet’s Google, accounts for around two fifths of internet advertising, which is forecast by consultancy Zenith to grow by 13 percent to $205 billion this year – overtaking television as the biggest channel for companies to pitch their wares to consumers.

Marketing executives have criticised Facebook for failing to ensure that the digital ads distributed to its more than 2 billion active users reach their intended audience.

It has also drawn criticism from major advertisers for inflating its audience figures and not adequately tracking ads, which were sometimes placed alongside content detrimental to the brands being promoted.

On Wednesday, Facebook said it would seek accreditation from the Media Ratings Council, a U.S. non-profit organisation, for audience measurement services.

‘We take very seriously our responsibility to earn and maintain the trust of people in businesses,’ Sandberg told dmexco, a major digital marketing gathering in Cologne.

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