Facebook updated new branded content policy to prohibit publishers and content producers from getting paid to post they didn’t create, according to a post on the Facebook, they added the following rule to its policy: “Don’t accept anything of value to post content that you did not create or were not involved in the creation of, or that does not feature you.”
In 2016, Facebook released an updated list to restrain branded content. It offered a new tool for publishers and influencers to tag marketers when they publish branded content on Facebook apps and services. Since then, the number of posts with this content increases. Facebook said the number of publishers and creators posting branded content grew four times last year.
In theory, a brand paid a creator or publisher to create or promote an article, image or video and distribute it to their followers. While in practice a brand only paid a creator or publisher to distribute content to their audience. Content in this context may simply be a link to an e-commerce site. It directly takes you to landing page from promoted content.
Action Taken by Facebook
To stop the abuse of branded content’s loose definition, Facebook has updated its policy on what qualifies as branded content on its Pages.
They are barring creators and publishers from earning from branded content they did not create.
Creators and publishers will have time to adjust. Facebook said the change will start in March. Then, they will restrict the reach of branded content that violates the policy on Facebook Pages.
Facebook will restrict a violator access to the company analytic tools. It includes the labelling tool to tag branded content and enable a brand to monitor performance and run the content as an ad.
How to Identify Violators
Facebook has created a system to detect violators of its updated branded content policy. It uses signals to find the business relationship between Pages.
The Facebook representative said the system can recognize when a creator posts a link to an independent publisher article that features a brand but not the creator. This violates Facebook policy.
A link to an independent publisher article that features both the brand and creator will pass if the publisher quoted the creator in the article.
Facebook said that they will notify violators so they can appeal the decision.
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