Facebook sets new restrictions on hateful content in ads and specifically prohibits ads that lead to racial segregation. In particular, the new directive will "prohibit claims that people of a particular race, ethnicity, national origin, religion, caste, sexual orientation, gender identity or immigration status pose a threat to physical security, health or the survival of others". The directive will also limit ads that express contempt for immigrants or refugees.
In particular, the new restrictions only apply to ads and do not affect posts without paid advertising.
"Facebook stands for giving people a voice, and that means, in particular, people who haven't had as much voice or who haven't had the power to share their own experiences," said Zuckerberg in a company town hall announcing the changes. "It is really important that we make sure that our platforms comply with these principles."
The restrictions are part of a series of changes Facebook is making before the 2020 U.S. election. The company also plans to proactively monitor voting conditions information in the 72 hours immediately prior to an election, with stricter standards for positions that appear intimidating or misleading during that period. Posts related to the election include an automatic link to the company's new voting information center, which is designed to provide relevant information about the election. The Voting Information Center will also play an outstanding role in the Facebook and Instagram apps.
Facebook also announced a new protocol in the event that a post violates the site's policies but is allowed to remain on the site due to its value in the public interest. Under the new system, Facebook will mark the content as the subject of an exception to the timeliness, which, according to Zuckerberg, happens "a few times a year".
The changes are due to a continuing boycott, led by Color of Change, calling on advertisers to stop spending on Facebook to respond to the company's alleged inability to moderate hate speech. Large companies such as Unilever and Verizon joined the boycott and canceled all planned ad purchases by the end of the year.