Meta plans to develop content tools for advertisers

Meta Platforms Inc (FB.O) announced on Thursday that it will develop new tools to help advertisers avoid their advertisements appearing next to inappropriate content on Facebook and Instagram. The tools will be tested later this year and released in early 2023.

The social media platform also said that it had chosen advertising measurement firm Zefr as a partner to ensure that adverts showed only next to appropriate content.

The move is part of Meta’s response to the advertising industry’s long-standing demand that businesses be allowed more control over where their ads appear online. Advertisers have asked for tools that will allow them to modify their ads and prevent them from showing next to content that the brand deems inappropriate, such as politics or news about death or violence.

Meta has stated that it will first implement similar controls for Facebook and Instagram feeds in English-speaking areas.

The business wants to expand the content controls in the applications next year to cover more languages, the Stories feature, and the short-form video tool Reels, among other things.

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