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Facebook Inc. is adding new standards that will keep advertising off fake news videos and objectionable content, moves that have become essential as the company starts to put ads inside videos and articles, instead of separately on the news feed.

Carolyn Everson, the company’s vice president of marketing solutions, said the moves are in reaction to advertiser fears about being paired with content that wouldn’t reflect well on their brands. Facebook’s 5 million advertisers are increasingly sensitive to their product pitches showing up next to offensive content after a controversy at Google’s YouTube earlier this year. Facebook wants to avoid that so-called brand safety problem.

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