Facebook halted a Procter & Gamble advertisement in support of gay rights, deeming it inadequately labeled as “political.”
The social network stopped running the ad because it lacked a “paid for by” tag in violation of new rules aimed at misleading political ads.
P&G confirmed there was a disruption to thead, which has yet to be reinstated. The ad was a promo for a mini-documentary, “The Words Matter: One Voice Can Make a Difference,” that P&G produced with CNN.
Here is the removed image:
Facebook banned a P&G promo for its 'The Words Matter' film celebrating its commitment to LGBT inclusion. (Photo: Provided)
Here is the P&G film published this spring to mark the 25th anniversary of it including gays and lesbians as part of its equal opportunity hiring policy:
P&G, one of the world’s largest advertisers, spends more than $7 billion marketing itsbrands of home and personal care brands. The consumer giant is the titan behind Tide laundry detergent, Pampers diapers, Gillette razors and 60 consumer staples.
“It was a post in celebration of PRIDE and was not a political ad,” P&G spokeswoman Tressie Rose said. “We are disappointed it was flagged as such and we’re working with Facebook to understand how to navigate their new policy.”
The disruption, first reported by Ad Age, comes as P&G has edged some of its advertising to include social issues intended to win a deeper connection with consumers.
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But Facebook is under pressure, too. The social network has been under pressure to improve transparency amid calls to curb “Fake news.”
Facebook issued a statement saying it’s working with advertisers as it rolls out its new rules.
Our goal with this policy is to stop bad actors in interfering in elections, not to create unnecessary hurdles for businesses,” the social media giant said. “But right now, we are erring on the side of transparency and working with our advertisers to help them better understand this important policy and what is required.
Other companies have been affected by updated Facebook new scrutiny. Ads for Bush’s baked beans by Walmart were also flagged by Facebook in recent days.
Mega advertisers weren’t the only ones hit. Bloomberg reported a South Dakota landscaper had his ad disrupted because it used the word “bush” that might have been automatically interpreted as alluding to former President George W. Bush.
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