About brand suitability controls

Some of these features are being introduced gradually. You may not see them yet.

There are several brand suitability controls to help you place ads adjacent to organic content that are more suitable for your brand on Facebook, Instagram and Meta Audience Network. You can use these controls in combination or on their own. We also enforce Facebook Community Standards and Instagram Community Guidelines for what individuals, content creators and publishers can share. Learn more about brand suitability.

To see and update your brand suitability controls, use the Brand safety and suitability hub.

When you create an ad, you can choose where you want your ad to appear on Facebook, Instagram, Messenger and Audience Network. You can opt out of specific placements if you don't want your ads to run within those environments. Learn how.

If there are certain places where you don't want your ads to appear, you can upload a list of URLs to prevent your ads from being delivered there. Learn how.

Inventory filter provides an extra layer of control over sensitive content. It only applies to Facebook Feed, Facebook Reels, Instagram mobile feed, Instagram Reels, Facebook in-stream video, ads on Facebook Reels, ads on Instagram Reels and Audience Network. Inventory filter allows you to control the type of content your ad appears adjacent to. Remember that only partner-publishers which comply with our policies can be part of these placements in the first place. Learn more.

By excluding specific topics, you can choose which published Facebook in-stream videos you want your ads to display on. You can choose content-level exclusions from four different categories:

• News
• Politics
• Gaming
• Religious and spiritual.

Learn more about the categories.

On the Facebook in-stream video placement, your ads can appear in live videos or videos from non-partner-publishers that did not sign up for monetisation.

• Live videos: Stop your Facebook in-stream video ads from appearing in live videos, including currently and previously live videos. Learn more.
• Non-partner-publishers that are not on our publisher list: Stop your Facebook in-stream video ads from appearing in videos from publishers that did not sign up for monetisation. Stop your ads on Facebook Reels and ads on Instagram Reels from appearing on reels from publishers that have not signed up for monetisation. Learn more.

A publisher allow list is a list of publishers that you choose for your ads to appear on. Learn more.

Content allow lists give advertisers the ability to work with trusted Meta Business Partners to review and customise lists of brand suitable videos for running Facebook in-stream video campaigns. Learn more.

Our partner-publisher lists show publishers that have signed up for monetisation and follow our Partner Monetisation Polices. The lists are updated daily and separated by placement type: Audience Network, Facebook in-stream videos, ads on Facebook Reels, ads on Instagram Reels and Instagram profile feed. You can download the list and review the list, then copy chosen URLs into your block lists or publisher allow lists. You can also search, sort and filter publishers in the brand suitability controls interface to spot check publishers without downloading the full partner-publisher list. Learn more.

Delivery reports provide you with access to impression-level data at the publisher and content levels, giving greater transparency into individual pieces of content where your ads appeared. Learn more.

Learn how to manage your brand suitability controls. For a full overview of our brand suitability controls, here's our description of methodology.

• 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.