Businesses advertising on Meta can now have more control over where their ads appear in Facebook and Instagram Feeds and Reels. Third-party content block lists are now available through DoubleVerify and Zefr, in addition to Integral Ad Science (IAS).

Businesses can work directly with Meta Business Partners to determine which specific categories they may want to block – ensuring advertisers have more precision and options to avoid adjacent content that may not be suitable for their brand.

“We know how important it is for businesses to have transparency and control over their brand safety and suitability, which is why we continue to be committed to this work,” Meta said in a statement. “In the last 30 days, more than 99% of content next to ads in Feed and Reels is brand safe, as measured by brand safety and suitability Meta Business Partners.”

Meta is also testing the ability for businesses to turn off comments on ads, as well as expanding the ability for businesses to vontrol which profiles their ads can appear on from Instagram and Facebook.

“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity. 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.