Facebook’s decision was preceded by the withdrawal of advertising from ISBA members Nationwide, Marks & Spencer and Sky, whose ads appeared against grossly offensive or inappropriate content.
It has been reported that the new system will grade thousands of pages to determine which are appropriate for placing ads. Facebook will aim ‘to restrict ads from appearing next to pages and groups that contain any violent, graphic or sexual content’.
The move follows ISBA warning new media channels like Facebook that they need to take more responsibility for their ads last month, following a spate of campaigns that caused public outrage.
David Ellison, ISBA’s marketing services manager, said: "ISBA applauds Facebook’s decision to protect advertisers’ brand reputations by trying to ensure that their ads don’t appear against grossly offensive content. We commend its statement acknowledging that marketers work hard to promote their brands, and that it is taking their objectives seriously.
"This episode proves how important advertisers take online brand safety and how decisive they are in taking action to protect their reputations. We acknowledge that this is an industry-wide problem and that it will be impossible to ensure that ads never appear against illegal or inappropriate content.
"However, Facebook’s new processes, together with other initiatives to ensure that ads don’t appear on illegal websites, will help to give advertisers increased confidence in advertising online.
"In May, ISBA warned new media organisations that advertisers deserve reassurances from them that they will do their upmost to ensure that ads don’t appear against inappropriate, and in extreme circumstances, grossly offensive content."