Meta Introduces Enhanced Brand Safety and Ad Placement Controls for Facebook and Instagram

Meta has just announced new Meta brand safety updates and ad placement tools that give businesses more control over their ads across Facebook and Instagram. These updates aim to help brands better manage where and how their ads appear, which could be a big deal for those running sensitive campaigns or navigating tricky PR situations.

New Ad Comment Control Feature One of the key updates is a new live test feature that allows advertisers to turn off comments on ads before they go live. In the ad setup, brands can choose to either allow comments or disable them completely—there’s no middle ground for now, like restricting them to followers only.

As Meta puts it:

“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity.”

Sure, this could be helpful if you’re concerned about negative feedback, but turning off comments might also make your brand seem a bit guarded. Most brands probably prefer to keep comments open for engagement, which helps with reach and interaction. But if you feel the need to cut comments off before launch, it might signal a deeper issue with your messaging or timing.

For now, only a small number of businesses have access to this feature, but it’s coming.

Ad Placement Control Expansion Another update lets brands control where their ads appear, specifically on user profiles within Facebook and Instagram. Initially tested on Instagram, this feature now extends to Facebook. You can now use a “publisher block list” to prevent your ads from showing up on specific profiles, which could be useful for avoiding any accounts you feel don’t align with your brand.

Brands can upload a list of public profiles to block their ads from appearing on, giving you more peace of mind about where your promotions show up.

Third-Party Block Lists Meta is also expanding its block list capabilities with the help of third-party partners. Businesses working with Meta partners can now use custom block lists to filter out content or placements they don’t want. For instance, Meta’s partnership with Integral Ad Science (IAS) is already underway to test this feature, helping brands ensure better alignment with their advertising goals.

Brand Safety and Suitability Center Updates Lastly, Meta is enhancing its Brand Safety and Suitability Centre with better listings and more control over ad placements. This update makes it easier for brands to manage how their ads are displayed, offering even more customization options.