Facebook to clamp down on who can cash in on ads

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 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. Stock image

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. Stock image

THE NEW PLAN 

Facebook's guidelines for monetisation give broad definitions of content that would be disallowed - including 'family entertainment characters engaged in violent, sexualised, or otherwise inappropriate behaviour'.

Also covered are depictions of death, casualties and physical injuries in tragedies such as natural disasters; and content that is incendiary, inflammatory, demeaning or disparaging towards people or groups.

Facebook said it will provide post-campaign feedback to advertisers that clearly identifies the publishers that ran their ads.

Facebook will also step up its monitoring of hate speech, adding 3,000 content reviewers to nearly double the size of its existing team, Senior Vice President for Global Marketing Solutions Carolyn Everson said in a blog post.

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

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