Facebook is building and testing new advanced advertiser topic exclusion controls, which will allow businesses to stop their ads appearing next to specific topics in the News Feed, as per their brand suitability preferences.

The social media giant said in a blog post, “We are planning to test a solution that will allow an advertiser to select a topic, like ‘Crime and Tragedy.’ That selection would help define how we’ll show the ad on Facebook, including News Feed. For example, a children’s toy company may want to avoid content related to a new crime show, so they could select the “Crime and Tragedy” topic.”

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