Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: AdAge
Last week, Facebook’s COO Sheryl Sandberg announced the implementation of new ad disclosure policies, which will enable users to see every ad that a brand is currently promoting on this social network, as well as on Instagram, Messenger and the broader Facebook ad network.
This comes as part of Facebook’s efforts to combat fraudulent advertising that has had major influence on political campaigning, especially so in terms of the US presidential elections, signaling company’s push towards even more transparency. Part of this is also archiving political and issue ads under a special class, which will be open to public scrutiny for seven years.
The new spirit of ad openness has raised alarm among some advertisers worried that their ad strategies will now be on display for rivals to study.
Also, publishers and media companies are concerned about falling under the rules about political ads, because it could tarnish their journalism to be associated with political advocacy. Facebook plans to include news reports about politics in its political ad archive if publishers pay to promote the articles.
Facebook decided last year it would reveal the source of every ad that runs on its platform, after discovering almost 500 Russian-affiliated groups that used deceptive means to buy ads during the 2016 U.S. presidential campaign. The foreign meddling was detected across social media, including Twitter and YouTube.
Twitter is also working on this issue, and last week they opened their “ad transparency center,” which will also reveal all ads run by any brands or political organizations over a seven-day period. The political ads will be subjected to more extensive disclosures, such as what audiences the advertiser targeted.
Publishers however have a major issue with the new policies, because they often promote their stories on Facebook in order to get greater reach for news they believe will attract more audiences, and which will now be categorized under political ads.
Facebook has offered to put such ads under a separate tab inside the ads archive to differentiate them from other political ads, but this hasn’t calmed publishers concerns.
“I vehemently disagree that our journalism should be equated to political advertising or advertising that seeks to influence anyone with any political persuasion,” says one top publishing executive at a media company that has frozen spending on promoting articles on Facebook.