Facebook and Instagram unveil new controls focused on brand safety

The problems caused by the proliferation of negative comments and misinformation on social media has led Meta to develop new brand safety tools to protect brands. In addition, the company recently launched a feature to disable ad comments on Facebook and Instagram, reducing a brand’s exposure to trolls and harmful content.

This update is part of its efforts to create a safe advertising environment, which also include the introduction of opt-out lists to prevent links to inappropriate profiles or media.

At the same time, the rise of AI-driven fake news and deepfakes has raised concerns about brand safety. In addition, following the dissolution of the Global Alliance for Responsible Media (GARM), which aimed to protect advertisers in the online environment, companies such as Meta and TikTok are developing new tools and partnerships to create a safe advertising environment, although the problem remains serious due to ongoing technological developments and emerging threats.