Companies like Facebook that are in the business of delivering countless ads to countless people need to ensure that viewers remain viewers - this is at risk when distasteful or upsetting ads reach them as it risks losing a set of eyes at best, and a user at worst.
On the back of user feedback, Facebook is making easier to block certain types of ads that come under the drink or parenting sectors on the understanding that such products can, under certain circumstances distress viewers.
Mark Rabkin, vice president of core ads at Facebook, said: "Those are the two most common topics. For families who experience the loss of a child, to continue to see ads about parenting and new baby stuff, that can be really upsetting."
It's a big step for the company, previously users could only chose which ad subjects they want to see, but the ad preferences sector has now been rearranged to also allowing the blocking of the above subjects.
"People told us that the main thing they want is for ad preferences to be easier to find and use," he concluded.