Facebook Added ‘Paid’ to Branded Content, and More Pages Can Now Start Publishing It

Branded content had only been available to verified pages and profiles

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Facebook Thursday announced several updates related to branded content: enabling more pages to share it; updating its branded content tag to include the word “paid”; and cleaning up its policy and enforcement guidelines.

The social network began allowing verified pages to publish branded content last April, extending that ability to verified profiles last October.

Facebook also added branded content options to its Instant Articles last June.

Starting Thursday on iOS and the web (Android to follow “in the coming weeks”), non-verified pages can submit applications for access to the branded content tool, and Facebook will also begin rolling out the tool to non-verified pages that it predicts are most likely to use it. Facebook added in a Facebook Media blog post:

Pages that can share branded content will get a notification when they log in to Facebook, and will see the branded content tool in the post composer in the form of a handshake icon.

The social network also took steps to distinguish branded content posts from other posts by pages with its addition of “paid,” saying in its blog post:

Our goal with this change is to make it clear to people that branded content posts represent an exchange of value between the publisher and a third party.

Publishers will still be responsible for complying with any relevant advertising regulations in their markets, including providing necessary disclosures indicating the commercial nature of the content they post.

Finally, Facebook detailed the changes to its branded content policies and enforcement guidelines:

We now allow logos, watermarks and graphical overlays to persist throughout a video. Previously, we had prohibited these items from appearing in the first three seconds of a video.

Finally, we are changing the way we enforce branded content policies on our platform. Pages that post branded content in violation of our policies will get a notification letting them know what needs to be corrected. We will no longer remove violating posts; instead, violating posts will still appear on a publisher’s page, but will be hidden from News Feed. Publishers can restore News Feed visibility by fixing the violation.

With these changes, we have also updated the language in our branded content policies to make them easier to understand. We hope these updates make it easier for you to publish your branded content on Facebook.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: March 30, 2017 https://dev.adweek.com/digital/facebook-paid-branded-content-pages/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT