About brand suitability on Facebook, Instagram, WhatsApp and Meta Audience Network

Brand suitability controls help advertisers control where ads are delivered on Facebook, Instagram, WhatsApp and Meta Audience Network. You can use brand suitability controls to help you place ads adjacent to organic content and publishers that are suitable to your brand.

There are controls that can be applied to your entire ad account and to specific ad campaigns.

Our goal is to create a safe and welcoming community for the more than 3 billion people who use Meta technologies around the world, across cultures and perspectives. To help achieve this goal, the Facebook Community Standards define what content is and isn't allowed on our technologies and the Instagram Community Guidelines outline what content is and isn't allowed on Instagram. Our policies are based on feedback from our community and the advice of experts in fields such as technology, public safety and human rights.

We have around 40,000 people working on safety and security, which includes removing billions of fake accounts a year. We also invest in technology to reduce the spread of false news and help identify content that violates our policies – often before anyone sees it. And we routinely release the Community Standards enforcement report to track our progress to make Facebook and Instagram safe and inclusive.

Community Standards apply to everyone and all content on Facebook and Instagram, we also have additional policies to hold creators and publishers accountable. Our Partner Monetisation Policies apply at the account level. Learn more about Facebook's Partner Monetisation Policies and Instagram's Partner Monetisation Policies. They include rules for the content that you create, how that content is shared and how your account receives and makes online payments. Additionally, all content on Facebook and Instagram must comply with our Terms and Community Standards and Guidelines. However, content appropriate for Facebook and other Meta technologies isn't necessarily appropriate for monetisation. This content has to follow our Content Monetisation Policies – they include prohibited formats, behaviours and restricted categories. This means that not all content on Facebook and Instagram is monetisable.

There are rigorous brand suitability controls, including block lists, inventory filters, live-stream exclusions and some recent tools that are both at the publisher and content level to allow advertisers greater control over where their ads may appear.

Controls that allow you to manage brand suitability settings directly within the Brand safety and suitability hub. Learn more about our brand suitability controls.

• Making platforms safer for brands and people
• Best practices for brand suitability

Brand suitability controls, such as inventory filter, help you place ads adjacent to organic content that are suitable for your brand in certain ad placements. We define organic content as content posted without being promoted as an advertisement.