Facebook adds ad hoc ad-block

Social networking site Facebook has introduced a feature that gives advertisers the option not to appear on specified pages.

Last week Vodafone pulled adverts from Facebook when they appeared alongside the profiles of the British National Party (BNP).

The debacle sparked an exodus of advertisers from the site, including Virgin Media, First Direct, Halifax, the AA and the Central Office of Information, which coordinates government advertising.

All the groups said that until it could be assured that their ads would not appear alongside material that violated their particular company policies, they would not be running campaigns on Facebook.

The new feature is Facebook's solution to the issue.

There has been growing concern from advertising and marketing agencies about buying space on social networking websites due the random nature of which page their ad might be shown on.

Facebook's move has been backed by ISBA, a representative body for over 400 leading UK advertisers.

"Today's Facebook announcement ... looks encouragingly like a solution advertisers can work with," said Bob Wootton, media and advertising director for ISBA.

"Advertisers will ... hope that Facebook will go on to set a new standard in online brand protection that will become the benchmark to which other site owners will aspire."

Facebook has said the blocking feature will be offered to international advertisers at a later date.

See also:

Facebook worth $6bn claims analyst

Yahoo could still bag the site if it's willing to stump up the cash  03 Aug 2007

Facebook theft case gets underway

Lawsuit alleges breach of contract, copyright infringement and fraud  25 Jul 2007

Social networkers ripe for ID theft

Fraudsters reunited  23 Jul 2007

Head-hunters stalk social networking sites

But hirers warned that technology cannot replace human contact  13 Jul 2007

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