Social media giant Meta is rolling out brand suitability controls to advertisers in Australia, powered by AI, for Facebook.
Naomi Shepherd, group industry director at Meta ANZ, said: “We’ve spent many years working closely with partners across the industry, including the GARM, to move forward industry frameworks for brand suitability.
"We are proud to now launch our brand suitability solutions, which are essential to meet the needs of advertisers today."
Meta has been widely criticised for scam ads on Facebook featuring Australian personalities, including television stars and billionaire Andrew Twiggy Forrest who has taken the social media platform to court.
Meta’s third-party verification solution for Facebook Feed is now available through data platform Zefr.
Meta has worked with the Global Alliance for Responsible Media (GARM), an industry trade organisation created to ensure that harmful content is not monetised. Through this partnership, its developed controls that align with GARM’s Suitability Framework, which defines high, medium and low risk content.
Advertisers can now choose from the following three settings to control the type of monetisable content that can appear above and below an ad.
- Expanded inventory is the default setting and shows ads next to content that adheres to Facebook's Community Standards and meets its monetisation eligibility criteria.
- For advertisers who may want to take a moderately conservative approach, the moderate inventory filter excludes content that may be considered high risk, in alignment with the GARM Brand Suitability Framework.
- For advertisers who want to take the most conservative approach, the limited inventory filter excludes content that may be considered both high and medium risk, in alignment with the GARM Suitability Framework.
Shepherd: “These developments highlight our ongoing collaboration with industry partners and the critical work we’re doing to meet the needs of advertisers today by providing controls and transparency.
“We’re excited to be rolling these tools out to our partners across Australia and New Zealand, which leverage AI as one of the driving forces behind these industry-leading solutions.”
Meta also continue to place an emphasis on using AI to give advertisers more control, a driving force behind these industry solutions.
To complement Meta’s existing technology that identifies content that violates Community Standards and Guidelines, it’s created an AI review system for brands to ensure suitability controls are in place.
The system will be able to classify content in different social media feeds to determine if it meets the monetisation policies. If it fails to adhere to the guidelines, the content won’t be eligible to have advertisements appear above or below it.
Alternatively, when the content aligns with the policies, the AI models will assign it to a suitability category.
Meta plans to introduce these controls to support advertisers in more countries later this year.
Google also this week announced its 2022 Ads Safety Report to tackle misinformation and unreliable claims in the advertising ecosystem. This includes its policies against harmful health claims and demonstrably false claims that could undermine trust and participation in elections, as well as a policy against climate change denial.
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