Facebook updates branded content policy to clarify what qualifies as content

Facebook will bar publishers and creators from using its branded content tagging tool to promote content that they were not involved in creating.

Two years after Facebook dropped its branded content restrictions and rolled out a branded content tagging system, the number of organic posts that marketers pay publishers and creators to publish to their own Pages to promote the marketers’ brands has swelled. The number of publishers and creators posting branded content to Facebook each month grew fourfold last year, according to the company.

Now Facebook is updating its branded content policy to prohibit publishers and creators from being paid to post content that they were not involved in creating, the company announced on Thursday.