Meta to roll out new brand safety controls in Australia, underpinned by AI
Meta is rolling out its new Brand Suitability Controls and Third Party Verification for Feed for Facebook and Instagram to advertisers in Australia.
First announced in 2021, the AI-powered Brand Suitability Controls aim to give advertisers more control over the proximity of their ads to suitable content, building a multi-stage review system to classify content for advertisers to ensure brand suitability controls are in place.
Meta
Meta has now also made its third-party verification solution for Facebook Feed through Zefr, with additional Meta Business Partners to be onboarded “in the coming months”.
“We’ve spent many years working closely with partners across the industry, including the Global Alliance for Responsible Media (GARM), to move forward industry frameworks for brand suitability, and we are proud to now launch our brand suitability solutions, which are essential to meet the needs of advertisers today,” Meta ANZ group industry director Naomi Shepherd said.
“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.”
The controls were developed to align with GARM’s Suitability Framework, which defines what is considered high, medium or low risk content. GARM is an industry trade organisation created to ensure that harmful content is not monetised.
Meta advertisers can choose from three different settings to control the type of monetisable content that can appear above and below an advertisement.
- Expanded inventory: Default setting, showing ads next to content that adheres to Meta’s community standards and meets the company’s monetisation eligibility criteria
- Moderate inventory: Moderately conservative approach, where the filter excludes content that may be considered high risk
- Limited inventory: The most conservative approach, where the filter also excludes both high and medium risk content
Meta said the models would complement its existing technology, which already identifies content that violates or potentially violates the company’s community standards and guidelines.
The company also plans to expand the controls to more countries and to support additional languages, and the technology will also be tested on other placements like reels, stories, video feeds and other surfaces across Facebook and Instagram.
This year, Meta experienced another round of redundancies, as the company looks to reduce its headcount by another 10,000 in the coming months.
Meta’s CEO Mark Zuckerberg said those departments subjected to the layoffs include recruiting, tech and business teams. The “restructurings” will extend into late May.
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