Meta Releases Brand Suitability Controls Based on GARM Framework

Today Meta began rolling out their new brand suitability inventory filters and their third-party verification solution through Zefr.

This work builds on the Global Alliance for Responsible Media's (GARM) Brand Safety Floor + Suitability Framework's notions of high, medium, and low-risk content.

At the moment, the controls are for Facebook and Instagram Feeds in English- and Spanish-speaking markets, with expansion planned in both product areas and countries.

BSI co-founder, Neal Thurman, was quoted in Meta's announcement:

Meta has made significant strides in advancing brand safety and implementing suitability measures with tools for advertisers. These controls and the third-party verification solution represent a significant milestone for Meta, and the industry. We look forward to our continued partnership.

Thurman has gone on to say that, "This represents real progress. By giving advertisers more control over their buys in Feeds, Meta will give them greater opportunity to act on their brand values."

You can read the full announcement here.

Photo: Brett Jordan on Unsplash