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      Meta Announced New Rules for Ads on Social Issues for Facebook and Instagram in India

      Meta is announcing new rules for ads on social issues on Facebook and Instagram for advertisers in India. The new enforcement will require that anyone running ads on social issues will need to be authorise in order to do so. These ads will need to include disclaimers with the name of the person or organisation running these ads.

      The new rules will be applicable on ads around nine social issues topics.

      List of Topics
      • Environmental politics,
      • Crime,
      • Economy,
      • Health,
      • Political values and governance,
      • Civil and social rights,
      • Immigration,
      • Education,
      • Security & foreign policy.

      The reason it is enforcing these new rules is that they have learn over the past few years that “certain types of speech have the most meaningful impact on public opinion and how people vote at the polls,” and this includes ads on social issues.

      Facebook already requires that all political ads in India go through the authorisation process and include a “Paid for by” disclaimer.

      The policy came in place in 2019 ahead of the General Elections in India.

      When it comes to authorisations for running an ad, it means the user must confirm their identity and location, and give more details about who paid for or published the ad.

      The ads will also get adds to the company’s Ad Library for seven years, which it has been doing for political ads.

      Those ads which do not have the correct authorisation or disclaimers will be remove from the platform and archive in a public ad library for seven years as well.

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      The change is significant because Facebook’s ad revenue continues to grow in India.

      The new rules also mean a wide variety of ad content will now come under the new rules.

      Facebook India Online Services report a 41% year-on-year increase in gross advertising revenue at Rs 9,326 crore for the financial year 2020-21, and the net revenue grew 22 per cent to Rs 1,481 crore during the period.

      Facebook and Google dominate the online ads space in the Indian market as well.

      It will be interesting to see how Facebook enforces this new rule.

      FB has acknowledge that ads on social issues can often be around “sensitive, heavily debate and highly politicise topics over which the public can be deeply divide.”

      The statement adds that “these additional transparency features” are “design to promote safe and healthy debate on influential topics so that people can better understand who’s trying to influence them with ads.”

      Facebook has also given examples of ads in each social issue that would require authorisation, and those which might not.

      THANK YOU FOR READING.

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