Facebook has updated its policies on how branded content is handled on the network, Branded content is defined as anything that “that specifically mentions or features a third party product, brand, or sponsor.”
With this week’s update, Facebook has enabled verified pages to share branded content, when previously that would have been against the branded content and ads policies. However, branded content has to be marked as such.
A new tool is being offered to help verified pages tag brands that are mentioned in branded content, which Facebook says has to be used every time branded content is published. Recongizing that some companies on Facebook have existing partnerships and sponsorships with other companies, Facebook is now allowing them to extend their branded content business onto the world’s leading social network.
Branded content can can also be leveraged in paid ads and sponsored posts. Facebook also hopes the new tool leads to greater transparency, and that content remains interesting to users. When a marketer is tagged in a piece of branded content, they will have full access to post insights and have the option of sharing the boosted post.
Going forward, Facebook will still not be accepting all branded content. Here is what will not be allowed:
“…our branded content guidelines prohibit overly promotional features, such as persistent watermarks and pre-roll advertisements. Additionally, cover photos and profile pictures must not feature third party products, brands, or sponsors. Branded content integrations that are allowed to be posted on Facebook include content like product placement, endcards, and marketer’s logos.”
Marketers and publishers are responsible for being aware of and adhering to the new guidelines, which are effective immediately.