Facebook Branded Content PolicyWhat does it mean for public media?

(As of September 1, 2016)

What is Facebook’s Branded Content Policy?

In April, Facebook announced a requirement for Facebook Pages to use a new tool called the Branded Content Tool (it’s the symbol that looks like a “Handshake”) on all posts that acknowledge a sponsor.

The definition of “Branded Content”

Facebook defines branded content as “content that features third party products, brands, or sponsors that are different from the Page owner.” Facebook has confirmed that this means corporate sponsors only, not funders or non-profit entities.

What’s allowed with the Handshake tool

When you use the Handshake tool, it allows you to include the following in your Facebook posts:

• Promotions: sweepstakes, giveaways or contents that feature a third party product, brand or sponsor.

• Product placements: images or video that promote a brand, product or service.• Ads for third party products, brands or sponsors• Videos that contain full screen interstitials, such as title cards or end cards, that

feature a third-party brand, product or sponsor (as long as they are not included in the video's first three seconds, or for five consecutive seconds anywhere in the video)

• Images or video that include the sponsor's logos• Disclosed content: Content that clearly indicates it was created in collaboration

with a third-party product, brand or sponsor. (Phrases like “sponsored by [sponsor name]” or “brought to you by [sponsor name]” in your post)

What’s never allowed

Even if you use the Handshake tool, the following are NEVER allowed:

• Videos that include video ads that play before, during or after your video (pre-roll, mid-roll and post-roll ads)

• Photos and videos that contain banner ads (meaning, laid on top of the original content) promoting a third party brand, product or sponsor

• Cover photos or profile photos that feature third-party products, brands or sponsors

How will it affect my success in the newsfeed?

Facebook has indicated that use of the Branded Content Tool will not play any factor in algorithm ranking.

What changed today, September 1?

Starting today, Facebook has introduced a system to enforce the Branded Content Policy.

You will need to tag corporate sponsors in the following Facebook posts:• Image posts that includes a sponsor logo• Video posts that have a sponsor verbally mentioned or whose

logo is in an end card• Live video where a sponsor is verbally mentioned or included

visually • Thank you’s/acknowledgment of a sponsor in the text of a

post

Shares & link posts are not included

This applies to native content only, meaning you must tag a sponsor if a logo or verbal mention is in a social image asset or video asset that lives on Facebook as a native upload. It also applies to text mentions in your posts.

You do not have to tag content that you are sharing from another page, or a link post to your website.

Other important details

• Sponsors need to be tagged; funders are OK. This applies to corporate sponsors only; content featuring a nonprofit entity (funders) are except from enforcement.

• Tagging multiple sponsors. At this time, you can only tag ONE sponsor at a time. Facebook is working on creating a tool that can tag multiple sponsors, but it is not yet released.

• No retroactive enforcement. This policy enforcement does not apply to posts in the past - meaning, you do not have to retroactively go back and tag sponsors in your Facebook posts.

How to use the handshake tool

How to use the handshake tool

How to use the handshake tool

What sponsors will see

When sponsors are tagged in posts:• They will be notified in Facebook• They will have access to high-level post metrics• They will be able to see total spend and CPM (if you boosted

the post)• They will be able to share the post to their own page and

boost it themselves

Enforcement

If Facebook finds a possible violation of the policy, they will flag it and the entire post will automatically be hidden from your timeline until use of the tool. Pages will have up to three strikes for Branded Content violations; on the third strike, the post that was flagged will be hidden from the timeline.

Facebook has said that it might take awhile to train the enforcement system. If you do receive a note that Facebook has taken down a post that you feel is unfair, you can contest the takedown by clicking on the link provided in the email from Facebook.

Moving Forward

• Work with your Sponsorship contact on what this means for your production

• Be careful about the visibility that you promise to a sponsor on Facebook

• Special sponsor initiatives like a Facebook-only series are encouraged but would include the use of Branded Content Tags

• Create separate deliverables for sponsors that include their logos that they can share on their own Facebook Page(s)