Until recently, it has been contrary to Facebook's policies for publishers to post paid articles on their pages, which likewise appear in a user's News Feed. Now, after ongoing feedback and requests from publishers, Facebook has officially updated its branded content policy and ads policy, to allow publishers to post Native Ads in the form of branded content to their pages. The new policy applies to text, photos, videos, instant articles, links, 360 videos and live videos.

Although this modification gives rise to many new monetization and promotion possibilities, there are also some limitations which apply. Publishers who wish to post Native Ads must have pages that have been approved by Facebook, and will be required to specify (“tag”) the brand that paid for the post. A publisher may also not include any pre-roll or mid-stream commercials within their videos.

Moreover, Facebook is offering a new tool that allows publishers and influencers to tag a marketer when a branded content is published. For brands and businesses, the new tool will introduce more transparency and allow them to better understand how their marketing initiatives are performing across Facebook.

This development continues the increasing interest of platforms and publishers – as well as regulators – in various forms of Native Advertising and sponsored influence.