Meta Launches Updated Brand Safety Controls for Advertisers

In a move to bolster advertiser confidence, Meta has introduced new brand safety tools and advertising security features across Facebook and Instagram. These updates include enhanced content moderation controls and more precise ad placement options, allowing businesses to safeguard their brand’s reputation in an increasingly complex digital landscape.

One of the most notable features in Meta’s latest rollout is the ability for advertisers to deactivate comments on ads before they are published. This new function provides businesses with the flexibility to turn off comments entirely or leave them open to all users, thus ensuring more control over how their advertisements are received. According to Meta, this tool is particularly useful for campaigns that are sensitive in nature or during times of heightened scrutiny.

“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity,” a Meta spokesperson explained.

Though turning off comments can protect brands from potential backlash, it also poses risks, such as appearing overly cautious or evasive. Advertisers must weigh these pros and cons when deciding how to manage public interaction with their content.

In addition to comment moderation, Meta is expanding its ad placement controls to give brands greater control over where their ads appear on both Instagram and Facebook. 

The introduction of a “publisher block list” allows businesses to exclude their ads from appearing on specific user profiles. Initially tested on Instagram, this feature is now available for Facebook as well, giving advertisers more flexibility in ensuring that their ads align with their brand safety standards.

These advertising security tools come at a crucial time as brands face increasing pressure to maintain a clean and trustworthy online presence.

This is not the first time Meta has focused on brand safety. Past efforts have included giving advertisers control over the types of content their ads appear alongside. According to industry analysts, this ongoing commitment highlights Meta’s awareness of the growing importance of reputation management in digital marketing.