Facebook is after the bad guys again — and this time, it’s the advertisers.
The social media giant is targeting e-commerce businesses that flood user feeds with ads for products that are shoddy or don’t arrive on time, according to a report in the Wall Street Journal.
To that end, Facebook will launch a new feature that permits users to leave feedback about their shopping experience after viewing a Facebook ad, the Journal said.
The company plans to warn those businesses that receive a high volume of negative feedback in order to give them a chance to address the grievances, the report said.
If feedback doesn’t improve over time, the report added, Facebook will reduce the number of ads that those businesses can deliver and could ultimately ban them from the platform.
“There are some companies that are just bad actors and we have no tolerance for that,” Sarah Epps, a product marketing director at Facebook, told the Journal. “As soon as we can disclose those companies, we enforce against them, but for companies that do want to improve, we want to give them that opportunity.”
Facebook also said it would immediately ban businesses it determines to be accessible scammers, according to the report.
“There’s a big difference between a business that’s trying to scam a person and a business that doesn’t know how to provide a great customer experience,” Epps told the Journal. “We’re trying to differentiate between those two kinds of companies.”