Meta announced content block lists via DoubleVerify, Zefr and IAS as a brand safety tool for advertisers.
“We know how important it is for businesses to have transparency and control over their brand safety and suitability, and we will continue to invest in this area,” said Samantha Stetson, VP, Client Council & Industry Trade Relations.
The lists will be rolling out to advertisers in Australia from today.
Meta is also testing the ability for brands to turn off comments on ads and expanding the ability for them to control which profiles their ads can appear on from Instagram to Facebook.
Brand safety issues were raised when the social media group ended fact checking in the US in favour of a community led system of content moderation. Contracted fact checking continues in Australia via Australian Associated Press and Agence France-Presse.
Meta said the content block lists, via Meta Business Partners, give more control over where ads appear in Facebook and Instagram Feed and Reels.
“Businesses will work directly with Meta Business Partners to determine which specific categories they may want to block,” said Stetson.
“These decisions happen directly between businesses and their chosen Meta Business Partner because businesses should ultimately decide what their own suitability preferences are.
“Partners are free to create blocklists for any category, so long as they adhere to the Meta’s Discriminatory Practices policy and that all reporting remains consistent with standards previously set.
“These content blocklists are intended to provide advertisers with extra peace of mind, ensuring they have more precision in avoiding adjacent content that may not be suitable for their brand. This solution can be layered on top of Meta's existing inventory filter or used independently.”
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