Facebook moves to keep ads from running on objectionable videos

Facebook’s enormous audience has long been catnip to advertisers. But the company’s vast ecosystem has come under scrutiny this year from major brands, which are increasingly sensitive to the possibility of inadvertently showing up next to objectionable content.

In response to those concerns, Facebook released a new set of rules on Wednesday that outline the types of videos and articles that it will bar from running ads. It also said it would begin disclosing new information to advertisers about where their messages appear on the platform and on external apps and sites it is partners with.

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. 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.

“There have been concerns that marketers have had that are wideranging around digital, and we want to do everything we can to ensure that we are providing the safest environment for publishers, advertisers and for people that utilize the platform,” said Carolyn Everson, Facebook’s vice-president of global marketing solutions.

The new policies come as advertisers demand more accountability from the internet giants related to where and how their messages are delivered.

Facebook and Google were criticized during and after the U.S. presidential election for allowing misinformation to spread on their platforms. This year, YouTube had to address concerns after messages from major brands like AT&T were discovered on videos that promoted terrorism and hate speech.