Facebook has published their own ad principles as a referral to Russian propaganda and discrimination claims.
Rob Goldman, as the Vice President of Ad Products had shed light on the company’s policies and decisions, considering the advertising which runs on Facebook, Messenger and their-owned mobile platform, Instagram.
Over the past months, the company struggled with a number of issues about ads, the biggest being the Russian influence over the elections in the US last year. Therefore, they clarified their ad sharing rules with an official announcement that includes a series of articles based on some technical and empirical insights.
Goldman detailed the principles as starting his words by,
Our advertising team works to make meaningful connections between businesses and people. That’s a high bar, given many people come to Facebook, Instagram and Messenger to connect with their friends and family. Our goal is to show ads that are as relevant and useful as the other content you see. If we do this effectively, advertising on Facebook can also help businesses large and small increase their sales and hire more people — as research published recently showed.
We’re thinking that this should be a detailed guideline for all advertisers to smooth their processes.
“We build for people first.
The community describes advertising as a free service they provide to their users. They want the ads to be relevant and beneficial as well as the other posts are, and don’t flash too much as, “This is an advertisement”. Facebook’s determined auction system for displaying ads prioritize the most convenient ones for the users, so the company will benefit from the given ad.
This means, users’ approach and favour comes first at this point, because everything is arranged according to their interest in the first step of the process.
“We don’t sell your data.
Facebook surely says that they’re not selling any personal information of their users, such as their name, email, phone number and Facebook posts information to anyone. They’ve built a privacy-based system and this means they’re showing relevant ads and providing a meaningful data about the ads that they show — without advertisers finding out who (the user) is.
“You can control the ads you see.
The company takes tracking process very seriously because this is an important thing to do: Clicking on the upper right-hand corner of an ad lets users hide ads that they dislike, or get disturbed. They can also block or report them. Plus, hitting “Why am I seeing this?” button can help them find out why the ad is shown, which leds them to Ad Preferences that anyone can see, and manage their own to get more relevant ones.
“Advertising should be transparent.
Advertising is the field that should consider the prominence of fairplay the most. So, the users of Facebook should be able to understand which target group they’re a part of because the ad transparency is a feature that is based on this policy. If you visit any Facebook Page and see the ads that you run on your actual timeline.
They’re thinking that this will not only make advertising more transparent; yet it will also hold the publishers accountable for the quality of ads they produce.
“Advertising should be safe and civil; it should not divide or discriminate.
One of the most considerable and game changing subject is the discrimination issue, because of its sensitivity and the matter. As Goldman explained below, the tone of speech and publishing is based on some standards that they conform.
We have Community Standards that prohibit hate speech, bullying, intimidation and other kinds of harmful behavior. We hold advertisers to even stricter advertising policies to protect you from things like discriminatory ads – and we have recently tightened our ad policies even further.
We don’t want advertising to be used for hate or discrimination, and our policies reflect that. We review many ads proactively using automated and manual tools, and reactively when people hide, block or mark ads as offensive. When we review an ad, we look at its content, targeting, landing page and the identity of the advertiser. We may not always get it right, but our goal is to prevent and remove content that violates our policies without censoring public discourse.
“Advertising should empower businesses big and small.
They’ve considered that smaller enterprises should also reach the same tools previously available only to big companies with sophisticated marketing teams. Facebook says that they have a countable amount of advertisers — from local businesses to community organizations — and they’re partnering with the network to reach their audiences, grow create more workplaces.
As long as their users follow the Community Standards and policies to be safer, Facebook should allow all advertisers with authorization to reach related audiences to build their community.
We’re always improving our advertising.
The network says that they’re always making revisions and willing to find what is better for their users. As they change, Facebook is eager to hear the feedback to improve the ads on their service. For example, when mobile engagement on social media arose, they seized it.
This is how Facebook advertising will work for the future. By setting the changes and developing new styles, their effort is mostly to regulate the public pressure which has been exhausting them in the previous months.