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Facebook Extends Branded Content Policy to Celebrities’ Personal Profiles

October 26, 2016, 5:56 PM UTC
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Facebook is tightening its rules around celebrities marketing products and services on the social network.

After rolling out new rules in April regarding paid-for content celebrities and companies, Facebook is now extending those rules to celebrities’ personal profiles if they’re verified (meaning, have the blue check mark deeming them official), the social network said in a blog post Wednesday.

As part of its branded content rules, Facebook requires celebrities, publishers, and companies to tag posts that are paid-for by a sponsor with that advertiser’s name to make the relationship clear. For example, if a famous singer posts a photo with beauty products from a company paying him or her to do so, the celebrity would have to add a tag with the company’s name.

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Facebook (FB) is touting the new practice as a way to help celebrities, publishers, and companies to make more money now that they have more opportunities to post sponsored content.

The policy also helps Facebook avoid angering the Federal Trade Commission, which has issues clear rules about native advertising intended to make sure consumers aren’t fooled into thinking that ads are organic endorsements.