Facebook has recently removed some restrictions for publishers of branded content on Facebook. It used to be that pages couldn’t post sponsored content of another brand – content that had been paid for – without specific permission from Facebook, but now it seems that Facebook has lifted these restrictions. However, there are some guidelines in place to keep branded posts in compliance with the FTC. The posts will be required to state that the content is branded, and which brands are involved. It will essentially require the page making the post to “tag” the page that is being sponsored so that it will say “[page] with [post]”
It seems that before, Facebook was trying to prevent any liability for businesses posting branded content who might get in trouble with the FTC by not saying that the post was branded content, but now they are instead trying to provide a framework for businesses, who were probably posting branded content anyways, despite the previous restrictions.
As for whether Facebook’s new tagging requirements will satisfy the FTC, a rep from the government agency said “All advertising promotional messages should be identifiable as advertising, regardless of where they appear. As our guidance for businesses on native advertising notes, everyone who participates directly or indirectly in creating or presenting native ads should make sure that ads don’t mislead consumers about their commercial nature.” This is a somewhat cryptic message which some experts take to mean that the FTC isn’t sure how they feel about Facebook’s new guidelines for branded content just yet. However, if they want any changes or more blatant notices about branded content, now that there will be a framework in place on the social network.
There are no upcoming events.
© 2015 All DigitalApex. All Rights Reserved.