On November 22, customer satisfaction scores changed and depending on the score rating, advertisers will be advised to improve customer feedback to potentially avoid enforcement.

Based on the impression of the rating score, the user’s account delivery will be affected based on the following, which was posted recently on a Facebook group, with the penalty in correspondence to Facebook’s current ad policy:

  • Fan page customer satisfaction score <= 3 – advertisers will receive notifications at BM/Ads Manager to advise them to improve customer feedback and potentially avoid enforcement.
  • Fan the fan page customer satisfaction score is between 1.51-2 – advertising has different degrees of delivery reduction penalty. 
  • Fan page customer satisfaction score is between 1.1-1.5 – immediately entered the manual review, if passed, the fan page penalty still exists. If it is not passed, Facebook will disable the page permanently.
  • Fan page customer satisfaction score is between 0.5 -1 – immediately stop advertising for 45 days and start manual review. If it is not passed, stop it permanently. If it is passed, the ad will start running after 45 days, but the delivery reduction penalty will still exist.
  • Fan page customer satisfaction score <0.5 – permanently stop advertising

At first glance, if the advertiser has a low fan page score, their ad accounts will be compromised and any campaigns running will indefinitely be removed, which could prove problematic going forward.

Building a transparent community

The changes brought in by Facebook comes as the platform is set to introduce a new project for the consistency of domain-level advertisement and promotion link to small and medium-sized e-commerce customers. As of December 3, advertisers using Facebook will need to provide accurate and complete domain information for the website when creating a new Facebook ad account as part of changes to the platform’s domain-level ads policy for promotional content.

In addition, Facebook has imposed a daily spending limit on newly opened ad accounts of around $400 with review times up to one month for advertisers, dependent on its actual implementation. 

According to a source, if the ad account complies with Facebook’s policy within a few weeks and user experience is good, the restriction will be lifted. However, if there are more disapproved ads due to policy violation or if the user experience is poor, the restriction will continue until the activity improves.

These developments mark a busy few weeks for Facebook, which has been heavily criticised with the handling of fake news, data breaches and more. The social media giant has also placed stricter rules on political advertisers in the UK, where they must confirm full disclosure of an ad including the identity and location of where it is based. As a result, ads on Facebook and Instagram will be accompanied with a ‘paid for by’ disclaimer with the ads housed in the ad library for seven years.