Facebook Partners With BBB, Enforcing Its Advertising Policies


Facebook Partners With BBB, Enforcing Its Advertising Policies




by  @lauriesullivan, November 25, 2020

Facebook wants advertisers to follow its post and advertising rules using what it refers to as “more ethical marketing tactics” through a new partnership with the BBB National Programs’ National Advertising Division (NAD), including its Fast-Track SWIFT Program.


In addition to enforcing its Advertising Policies, which incorporate and go further than its Community Standards, the relationship will allow NAD — the investigative arm of BBB National Programs charged with monitoring and resolving disputes regarding truth and accuracy in advertising — to directly and quickly share with Facebook the outcomes of related cases to specific ad campaigns. 


The changes allow Facebook’s enforcement teams to act on reported ads that violate its policies, while helping to encourage more ethical practices among advertisers and across the digital advertising industry.


NAD is a division of BBB National Programs, an independent non-profit organization. In June 2019, the Council of Better Business Bureaus restructured to form the IABBB and, in that restructure, BBB National Programs was established. NAD became a part of BBB National Programs.


One act won’t solve all, so Facebook also took a role as a founding member of the BBB Corporate Trust Council, a coalition of select companies sharing expertise to identify and solve key issues affecting consumers and businesses.


The goal is to build more trusting relationships between companies and their customers in the long run.


The idea is to stop scammers looking to break Facebook’s rules.


The company partnered with the BBB on the “Shop Safe, Shop Smart” campaign. Throughout December, the “Shop Safe, Shop Smart” campaign from the BBB and Facebook will run ads and organic content on Facebook, Instagram and various social media channels to promote actionable tips on how to spot, avoid and report scams online.


People will get a different set of tips weekly, which will be featured on the campaign’s website

MediaPost.com: Search & Performance Marketing Daily

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