Main article about the company: Facebook
Audience and fake accounts
Collecting and Selling User Data
2022: Disclosure of advertising targeting methods to researchers
On May 25, 2022, it became known that Meta (recognized as an extremist organization and banned in the Russian Federation) will provide researchers with information on methods of promoting political and social advertising among users. The data will be available for examination by experts a few months before the US midterm elections .
Starting in late May, Meta will provide "detailed targeting information for social, election or political advertising" to researchers who have signed up for the Facebook Open Research and Transparency Project (FORT), according to Vice President of Business Ethics Jeff King. The project will help qualified researchers explore the impact of social media on society through measures to protect user privacy.
Information from Meta will contain categories of interests, including everything from ecology to travel, selected to target each individual ad. From July, Meta's public advertising library will also include targeting information for political ads, including location, demographics and interests, King said. For example, an ad library could show that the page has posted 2,000 ads about social issues, elections or politics in the past 30 days, and 40% of the spending on those ads targeted "Pennsylvania residents" or "people interested in politics."
 | "Targeting criteria for the analysis and reporting of advertisements focusing on social issues, elections and politics will help experts better understand how to attract potential voters through our technology," - wrote King
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2020: Boycott of Facebook and Twitter
Almost a third of the world's largest brands are ready to boycott Facebook and Twitter due to the fact that social networks do not always block racist posts[1].
Adidas, Coca-Cola, Ford, Honda America and Puma have already decided to suspend advertising for a month, the Financial Times writes in June.
According to the publication, HP and Starbucks also joined the boycott - but indefinitely. One of the largest advertisers in the world - Unilever - will not advertise on Facebook and Instagram until at least the end of the year.
Procter & Gamble didn't rule out joining the campaign either.
Earlier, Coca-Cola, The North Face, Unilever and Verizon announced the suspension of advertising. This happened after the call of human rights activists who accused social networks of lack of regulation of content with hate speech, racism and violence.
July 2, Rakuten Viber one of the world's leading applications for free and secure communication, announces the end of all business relationships with Facebook. Facebook Connect, Facebook SDK and GIPHY will be removed from the Viber app; the company also stops all advertising costs on the social network and announces a boycott of the IT giant, joining the global# StopHateForProfit movement.
2019: Companies waste $1.3 billion a year on Instagram, Facebook and YouTube: Ads "watched" by bots
At the end of July 2019, researchers reported that companies are wasting more than $1.3 billion a year on targeted marketing on social networks, since many unscrupulous users of social networks buy fake subscribers or use services to cheat on likes, views and comments. Read more here.
2018
Cryptocurrency advertising ban lifted
In September 2018, Facebook decided to re-allow advertising of cryptocurrencies, while maintaining the ban on advertising ICOs and binary options. Advertisers who want to advertise cryptocurrencies on Facebook will have to apply, after which the social network will decide whether to publish their ads.
UniCredit's rejection of Facebook ads over ethical standards
On August 7, 2018, UniCredit Bank announced the termination of Facebook for advertising and marketing campaigns. The Italian finance group does not intend to return to the world's largest social network until it improves its ethical standards. Read more here.
Facebook doesn't remove content with racism and violence for ad revenue
In July 2018, it was revealed that Facebook was not at all as zealous as it says it was in dealing with banned and toxic content. This conclusion was reached by an employee of the British channel Channel 4, who worked undercover as a moderator of the social network. He got a job in the Dublin company CPL Resources, which has been moderating content on Facebook under a contract since 2010. The journalist presented the results of his investigation in the television program "Inside Facebook: Secrets of the Social Network."[2].
At CPL Resources, the reporter went through a series of trainings where moderators were trained to handle content. They were explained that they have three options for responding to content: ignore, delete or mark as alarming. In the third case, the materials remain on Facebook, but not everyone can see them.
The journalist witnessed instances in which moderators allowed material depicting child abuse, racism or violence to remain on Facebook. In addition, the way the moderators trained was very much at odds with the rules declared by the social network.
In response to the show, Facebook publicly admitted some mistakes made during content moderation, but protested claims that these mistakes were made purposefully. The company thanked journalists for drawing attention to the problem.
During the trainings, the journalist was shown a sample of content that should be marked as disturbing: a video where an adult man beats a little boy. In December 2012, Nikci Astin, who conducted an online campaign against child abuse, complained about this video on Facebook, but was told that it did not violate the rules of the social network. In the first two days of the video's existence on the site, users shared it 44 thousand times, and it is still available on Facebook. Facebook's vice president of public policy, Richard Allan, confirmed to Channel 4 that such a video should have been deleted.
Cryptocurrency and ICO advertising ban
In late January 2018, Facebook announced it would ban any advertising of cryptocurrencies, primary token placements (ICOs) or binary options. The company believes that the promotion of such financial products can mislead users, which is used by scammers.
According to a post posted on Facebook's official blog, the social network will not allow the publication of ads for "financial products and services that are often linked to misleading or deceptive promotion practices."
| | Our two core principles regarding advertising reflect our beliefs that ads should be safe and we create them for people first... We want people to continue to learn about new products and services through Facebook advertisements without fear of fraud or deception, "says Rob Leathern, director of product regulation at Rob Leathern, whose words are quoted in a blog post. | |
A Facebook spokesperson cited several examples of what banned ads looked like before the ban: "Click here to make sure there is no risk when investing in our cryptocurrency, which allows instant payments around the world."
Rob Leathern added that the social network cannot track every such advertisement, so it asks users to report violations of the new rules. To tell the administration that ads violate Facebook's rules, you can click on the top right corner of the ad.
Ads that violate Facebook's new rules will be removed not only from the main app, but wherever Facebook sells ad capabilities, including on Instagram and the Audience Network, which ads on third-party apps.[3]
2012: Complink Marketing Activities on Facebook
In August 2012, Complink announced the following terms of its Facebook campaign:
1. Leave an application for participation in a bike ride in the event group on our facebook page - for each participant we will transfer 100 rubles to the Fund in addition to the funds we transfer.
2. For each "Like" of our page with the announcement of the event, we transfer an additional 5 rubles to the Fund.
2011: Russia is one of the leaders in the average cost of Facebook ads
According to a report by the research company SocialBakers (August 2011), Russia is one of the leaders in the world in terms of the average cost of one advertising click (CPC) and the average cost of a thousand advertising impressions (CPM) on the social network Facebook.
In first place in this indicator is Japan, where the average price for an advertising click is $3.96, and the cost of a thousand shows is $1.7. Russia was in second place with an average of $3.72 per click and $1.6 per thousand shows.
Next in this ranking are Nigeria, Kazakhstan and South Africa. For comparison, the United States took ninth place in the ranking ($2.41 and $1.04 per click and a thousand shows, respectively), Britain - 15th place, Ukraine - 20th. The last places in the ranking are occupied by the Gambia and the Marshall Islands, where the average cost of a click is $0.11, and thousands of advertising shows are $0.05.
According to the authors of the report, in Russia the average CPC rate since the beginning of the year was $1-2, while in July 2011 there was a sharp jump. This can be explained by the fact that advertisers began to pay more attention to online advertising in general and advertising on social networks in particular, accordingly redistributing their marketing budgets.
Notes
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