[SMK] Social Media Knowledge


Facebook frustrated with Free TV

In the wake of Free TV’s outcry, Facebook is having to pivot on its ad strategy by removing ‘fake news’ from all headlines.

Facebook trying to join the plebs

In an effort to steer the conversation away from its roll in the spread of erroneous information, Facebook has rolled out a series of ads declaring providers of fake new as “not our friends.” Clever.

However Facebook has ruffled feathers at industry body Free TV, which believes Facebook’s new spots should be classified as political ads, with an accompanying disclaimer.

According to Free TV, commercial broadcasters are subject to regulatory obligations that do not tend to apply to regular advertisers.

The main issue

According to Free TV CEO Bridget Fair, Facebook recently submitted an ad for review by the Commercials Advice board and that a number of elements required the use of a political tag.

The Australian Communications and Media Authority has declared the political matter in this case to be very broad but requiring a tag nonetheless.

AdNews reports that some media buyers descibed Free TV's actions as somewhat petulant, while Free TV says it just wants Facebook to play within the rules. What do you think?

Do you think Facebook referring to ‘fake news’ as being political is fair? Let us know in the comments below.


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