Facebook began testing the feature from the spring, which allows people to send anonymous complaints, or praise, for businesses which advertise on the platform. If a business racks up a “statistically significant” number of negative reviews, Facebook will reduce the number of people its ads reach or completely disable its account, Facebook product marketing director Sarah Epps told BuzzFeed News.
“No one wins when people have a bad shopping experience,” she said. “the idea’s bad for people, bad for Great business, as well as also bad for Facebook. as well as also we’re committed to improving our advertising on our platform.”
The announcement comes after a 2016 BuzzFeed News investigation found a string of shady dress companies, which relied heavily on misleading Facebook ads, frequently stole images by Instagram influencers or legitimate retailers to advertise their clothing. Shoppers complained the products they received were completely different by what was advertised, as well as also some of them smelled strongly of chemicals like formaldehyde.
Facebook’s Epps told BuzzFeed News which the information the company collects by shoppers will be shared anonymously with advertisers. The feedback will appear from the businesses’ ad dashboards, where they can see scores based on user ratings as well as also areas of improvement based on feedback.
“A lot of businesses want to improve. They are local businesses as well as also This kind of will be completely new information which they aren’t meeting needs of customers,” said Epps. “For companies which don’t want to improve, we have no tolerance as well as also we’ll enforce against them as appropriate.”
Facebook said businesses which have racked up a high volume of negative reviews will see a dashboard in their accounts which include a score by one to two, as well as also if a business’ rating falls to one, Facebook will consider disabling the account or taking additional enforcement actions. Facebook will review businesses’ feedback every month, as well as also if the idea does not improve, Facebook will decrease the number of people who can see their ads on the platform.
The company said the idea has shared negative feedback with hundreds of advertisers globally, nevertheless the feature has not been active long enough for any business accounts to be disabled.
Serban bought three items by DressLily in December 2016 “after being bombarded every day with cute stuff” in ads on Facebook, she said. nevertheless some of the items were different by what she ordered, including a pair of jeans for her son which she described in a review as “ridiculously tiny” as well as also “ugly.” Serban said Facebook will be putting the burden on customers to do the research, rather than preventing scammers by entering the platform from the first place.
Michelle Offut, the administrator of a Facebook group called “SCAM ALERT – Zaful, RoseGal, DressLily as well as also additional common FB Scams,” told BuzzFeed News which she appreciates the company’s attempt to root out bad actors on its ad platforms, nevertheless believes the idea will be a long game of whack-a-mole.
“What will be the idea going to do?” she said. “[The scammers] are just going to pay people to 5-star them. You can’t stop the idea.”