Thu, 18 Oct 2018

Facebook set to slap bans on firms with misleading ads

By Sheetal Sukhija, Paris News
13 Jun 2018, 02:21 GMT+10

CALIFORNIA, U.S. - In a bid to crackdown on companies that use the platform to post misleading advertisements, Facebook, which is trying to emerge from multiple data privacy scandals, has now announced a change in policy.

On Tuesday, Facebook announced that it was launched an option for its users to review businesses that advertise on the social network - a feature that will allow the social media giant to ban companies that receive the most negative feedback.

Facebook said that the move was aimed at cracking down on businesses whose ads mislead users into buying low quality goods or services or firms that fail to deliver products as claimed.

The company said in a blog post that its users can leave feedback for their viewed ads under the "Ads Activity" tab.

Further, it noted that advertisers will be given a chance to improve before further action is taken, which might include a reduction in the amount of ads that particular business can run.

Facebook wrote in the blog post, “We believe this tool will give people more confidence in the businesses they interact with and help hold businesses more accountable for customer experiences they provide.”

The company said that it will anonymize and aggregate the data, which will show up in the business' ads dashboard on Facebook.

It added that the new option will provide the company with information, which will be used to help merchants create more accurate ads and weed out scammers.

Facebook, which calls itself “an advertising-supported service,” requires people to accept targeted ads as a condition of using its platform.

Sarah Epps, product marketing director at Facebook said in a statement, “Most businesses who receive this feedback do want to improve and do take steps to improve the customer experience and setting better customer expectations up front. We have no tolerance. We put people first, and we do what we need to do to enforce against bad actors."
She said that she hopes to see zero negative experiences on Facebook related to online-shopping ads eventually.

Adding, "When people have these bad experiences, it is bad for trust with all businesses on the platform, and it's bad for Facebook. The goal is to provide more relevant and trustworthy experiences for people interacting with businesses on Facebook."

The new tool became available globally on Tuesday.

The change comes after Faced faced accusations of illegal data sharing practices in several companies that has affected, not only the company’s credibility but has also affected its financial performance.

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