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Facebook and Instagram open up to Jicwebs brand safety certification


By Rebecca Stewart, Trends Editor

September 17, 2019 | 3 min read

Facebook and its sister app Instagram have been awarded brand safety certification from the Joint Industry Committee for Web Standards (Jicwebs).


In recent years, Facebook has doubled down on its use of AI to remove offending content from both platforms / Instagram

The video businesses were independently audited to ensure they met the Good Practice Principles set by Jicwebs' Digital Trading Standards Group (DTSG) which aim to reduce the risk of brands running ads adjacent to inappropriate content.

The certification follows on from concerns from brands their ads are being misplaced on the platforms, which both having experienced past issues around inappropriate user-generated content including violent videos, racism, trolling and child abuse.

In recent years, Facebook has doubled down on its use of AI to remove offending content and upped the number of human moderators it employs to review it on a case-by-case basis.

Last year the House of Lords Communication Select Committee urged all industry bodies to commit to signing up with Jicwebs and to date over 130 organisations have done so.

Facebook and Instagram’s certifications closely follow Amazon, who received its own in July.

Steve Hatch, vice-president of Northern Europe at Facebook said: “Digital advertising builds brands, drives growth and creates jobs. It is vital that advertisers can trust where their ads are appearing, and we are fully behind the industry's desire to raise standards in digital advertising.

"We support Jicwebs’ robust standards, rigorous verification process and the industry transparency it provides, and are delighted to have achieved DTSG Brand Safety Certification.”

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