New Brand Suitability Controls | Meta February 2025

UPDATE on February 13, 2025 at 9am PT: Ensuring brand safety and suitability through our robust suite of tools for advertisers continues to be a priority for Meta, and we continue to invest in this area. After initial testing with IAS, we have been working with all existing brand safety and suitability Meta Business Partners to give businesses even more control over where their ads appear in Facebook and Instagram Feed and Reels. As of today, third-party content block lists are now available through DoubleVerify and Zefr, in addition to IAS.

Businesses will work directly with Meta Business Partners to determine which specific categories they may want to block. These decisions happen directly between businesses and their chosen Meta Business Partner because businesses should ultimately decide what their own suitability preferences are. Partners are free to create blocklists for any category, so long as they adhere to the Meta’s Discriminatory Practices policy and that all reporting remains consistent with standards previously set. This solution supports 34 languages, ensuring coverage and scalability for global brands.

These content blocklists are intended to provide advertisers with extra peace of mind, ensuring they have more precision in avoiding adjacent content that may not be suitable for their brand. This solution can be layered on top of Meta’s existing inventory filter or used independently.

We know how important it is for businesses to have transparency and control over their brand safety and suitability, which is why we continue to be committed to this work: in the last 30 days, more than 99% of content next to ads in Feed and Reels is brand safe*, as measured by brand safety and suitability Meta Business Partners.

Learn more about this solution here.