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Facebook Restricting Ads for Addiction Treatment Centers, Bans Ads for Bail Bonds

In an effort to bring a new level of transparency for ads on its platform Facebook made some changes to its advertising policies, which involves placing of restrictions on ads for addiction treatment centers and prohibiting all ads for bail bonds.

These advertising policy updates apply to ads on Facebook, Instagram, Messenger and Audience Network, said Facebook.

With restricting ads for addiction treatment centers, Facebook it aims to help people with addiction, or their near-one in need should be able find the right support without going through scams or predatory behavior. That said, going forward “only pre-certified addiction treatment centers will be able to advertise in the United States.”

Prohibiting Ads for Bail Bonds

Facebook’s decision to ban all ads promoting bail bonds is due to the exploitative nature of bail bond offers that exploits people who can not afford to post bail. This is similar to Facebook’s ban on ads against short-term payday loans.

With this step, Facebook aims to protect people from falling prey to offers that looks good on paper but could lead to insurmountable debt. “We consulted a wide range of policy experts, advocates and community organizations working in criminal justice to ensure we’re taking the right approach,” stated Facebook.

Restricting Ads for Addiction Treatment Centers

Taking a cue from public health experts, Facebook is now protecting people from treatment centers that fail to meet basic healthcare quality standards, as it’ll now allow only “pre-certified treatment centers to run ads in the U.S.” Many of these treatment centers participate in insurance scams and utilizes unproven treatment methods to keep people in a cycle of addiction.

Facebook said, to prevent bad actors from exploiting their services, they are now partnering with a third-party certification service ‘LegitScript,’ who will now review and certify addiction treatment centers that advertise in the US.

“Only approved and certified by LegitScript, addiction treatment centers will be eligible to apply to advertise on Facebook to people in the US so we can review their certification,” stated Facebook.

Also, Facebook is now offering its users more information about any organization and ads currently running across Facebook, Instagram, Messenger and partner network. This will increase the accountability for advertisers and will help them to prevent abuse on Facebook.

View Active Ads: Just login and visit any Page on Facebook, then select “Info and Ads.” You can see ad creative running, and you can copy and flag anything suspicious by clicking on “Report Ad.”

More Page Information even if they don’t advertise. For example, you can now see any recent name changes and the date Page was created on.

Facebook launched an update to the Ad Manager app with a suite of new Creative tools, so advertisers can easily build ad content right on their mobile devices.

Ads Manager app was first introduced in February 2015, is a mobile ad campaign management solution for creating or monitoring ads.

Using the app, marketers can easily manage their ads from anywhere as it offers: to “track ad performance, edit existing ads, edit ad budgets and schedules, receive push notifications, and create ads.”

With this update, Ads Manager now offers the following functionalities:

  • Text Overlay & Text Policy Checker: Incorporate text within an ad, select different fonts, adjust the text’s positioning, and modify opacity. The text policy checker will ensure the amount of text in the ad satisfies Facebook’s guidelines.
  • Image Cropper: Crop images to fit within ads and Page posts.
  • Templates: Fully customizable ad templates comprised of stickers, text, and shapes.
  • Shapes, Stickers & Logos: Add a logo, stickers and shapes to customize the ad and showcase important information.
  • Color Filters: Adjust the look of an ad by adding color filters.

The update to Ads Manager can now be downloaded on iOS and Android.

For further assistance with Facebook ads, please see the following resources:

Video Ad Metrics Updates

Facebook has also updated video ad metrics brining it more in line with how people watch
and interact with videos online on its social networking platform.

Rather than focusing solely on duration, more specifically Facebook is updating the total amount of time a video was viewed.

In addition, Facebook is also introducing entirely new reporting for video plays as well as removing some older metrics for a more simplified reporting.

Facebook Video Ad Metrics Reporting Updates

Measuring Unrepeated Seconds

Users on Facebook are able to rewind or re watch the video ads — that’s why Facebook says, it will be updating the two metrics, such as “3-Second Video Views” and “10-Second Video Views” to count only unrepeated seconds.

The metrics will update across all video reporting in Ads Manager and Page Insights, and will no more incorporate watch seconds from rewinding.

New Video Plays Metric

This new video ad metric in Ads Manager and the Ads API will measure number of times a video ad was start to play. The measurement will be done using Oracle Data Cloud’s Moat Measurement products.

Watch to learn more about Video Play in this video:

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