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Facebook’s topic exclusion controls test rolls out to more advertisers

November 19, 2021


Facebook will soon expand its test of topic exclusion controls for ads in the News Feed to a limited number of advertisers that run ads in English, the company announced Thursday. First announced as a test in January 2021, topic exclusion controls allow advertisers to exclude ad delivery to users who have engaged with any of the following topics: “News and Politics,” “Social Issues” and “Crime & Tragedy.”

Why we care. If these controls roll out more widely, advertisers might feel more confident about brand safety on Facebook. The platform has been at the center of numerous controversies over its handling of misinformation and hate speech and may be falling out of favor, particularly with teenage users, which are projected to decrease by 45% over the next two years.

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