Meta introduces disable comments option for advertisers on Instagram and Facebook

Meta has introduced a new feature enabling advertisers to disable comments on their ads on both Instagram and Facebook. "We know it’s important for businesses to have control over how their ads appear across Facebook and Instagram, which is why we’ve spent years investing in brand safety and suitability tools across our platforms. Comment controls are currently available to a limited number of businesses, and we will continue to test and iterate on this functionality and its availability," Meta said in its blog post.

As per the company, this update is designed to provide brands with enhanced control over interactions with their ads, allowing them to manage the conversation and shield their content from potentially negative feedback. This development could represent a significant advancement for businesses aiming to foster a more positive and controlled advertising environment.

The latest feature enables brands to protect their ads by disabling comments, allowing for a more focused and controlled advertising environment. This initiative seeks to shield advertisers from negative interactions or trolling, ensuring that user-generated content does not detract from the primary message of the ad.

Furthermore, Meta is also developing options for businesses to have increased control over the profiles on which their ads appear. "To give businesses more control over which profiles their ads can appear on, we tested the ability for them to block their ads from appearing on certain Instagram profiles by applying a 'publisher block list'," the blog post read.

Prior to this, Meta had rolled out the ability for businesses to advertise on Facebook and Instagram profiles last year. However, this feature wasn't closely monitored, resulting in occasional brand mismatches.

Notedly, Integral Ad Science (IAS) has been selected as the first partner for this test. Meta aims to expand this feature more broadly by early 2025 following final evaluations.