Meta Adds Option to Disable Comments on Ads on FB & Instagram

Meta Empowers Brands with Comment Control on Facebook & Instagram Ads

Meta continues to evolve its advertising platform by giving brands more control over how their ads engage with audiences. In a recent update, Meta introduced a feature that allows advertisers to disable comments on their ads across both Facebook and Instagram. This move is designed to help businesses protect their messaging, ensuring that the focus remains on the core content without distractions from unwanted or negative interactions.

This feature, currently available to select businesses with plans for broader rollout in 2025, marks a new era in ad engagement management, designed to help brands protect their messaging and limit unwanted interactions.

Why Disable Comments?

Advertising on social media often opens the door for both positive and negative engagement. While constructive comments can drive conversation, there are instances where brands may prefer to limit interaction—especially during sensitive campaigns or in cases where controlling the narrative is crucial.

“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity,” Meta noted in a blog post. Initially, this feature is available to select businesses, with plans for broader rollout following further testing.

By allowing brands to turn off comments, Meta empowers advertisers to create a more controlled and focused ad experience, shielding their content from trolling or negative user-generated content that may detract from their message.

How to Disable Comments on Ads

For advertisers looking to use this feature, Meta has streamlined the process within Ads Manager. Here’s how brands can disable comments:

1. Open Ads Manager and select the relevant ad campaign.

2. Click on the specific ad within the ad set.

3. In the preview, access settings by clicking the three dots in the top corner.

4. Choose “Turn off comments” and confirm your selection.

This straightforward approach empowers brands to adjust engagement settings on an ad-by-ad basis, providing flexible control to match each campaign's unique needs.

Expanding Control Over Ad Placement

Beyond comment control, Meta is also enhancing how brands manage the placement of their ads. In response to feedback from advertisers, Meta is working on providing more control over which profiles their ads appear on across Facebook and Instagram.

In 2023, Meta introduced a "publisher block list" on Instagram, which gave businesses the option to exclude certain profiles from displaying their ads. This measure was aimed at preventing mismatches between brands and the content associated with their ads. The success of this feature prompted Meta to extend similar controls to Facebook ads, allowing advertisers to upload a list of profiles they wish to avoid.

Additionally, Meta has collaborated with third-party partners like Integral Ad Science (IAS) to create comprehensive content block lists, letting advertisers filter out entire categories of content deemed unsuitable for their brand. These advanced tools, developed in partnership with Meta Business Partners, allow for even greater customization and precision in ad placement control.

Enhanced Brand Safety and Future Developments

Businesses that have tested Meta's inventory filters and third-party block lists have reported improvements in both brand safety and the suitability of their ads. With partners like Integral Ad Science (IAS) leading the initial testing phase, Meta aims to roll out these features more widely by early 2025.

Meta's efforts to prioritize brand safety reflect an industry trend toward tighter ad quality controls, potentially transforming the ad experience for brands across Facebook and Instagram​. This shift represents a step forward in providing advertisers with greater control over how and where their ads appear, reinforcing a safer, more suitable environment for their brand messaging.

Key Takeaways

• Control Over Engagement: Meta's new feature enables advertisers to disable comments on Facebook and Instagram ads, helping brands manage audience interaction and protect their messaging​.
• Why It Matters: Disabling comments allows brands to keep the ad message focused and limit negative interactions, which is especially useful during sensitive campaigns or heightened periods​.
• Enhanced Ad Placement: Meta’s expanded control over ad placements includes the ability to exclude specific profiles and use third-party block lists, which filter out unsuitable content categories for improved brand safety​.
• Future Accessibility: Initially available to select businesses, Meta plans to make these tools widely accessible by early 2025 as part of a commitment to refining ad safety tools

Take Control of Your Meta Ads with Activate Digital Media

As Meta continues to introduce features that allow brands to manage their ad environments better, now is an ideal time to refine your digital advertising strategy.

At Activate Digital Media, we specialize in creating ad campaigns that align with your brand’s values and vision, helping you leverage Meta’s latest features to reach the right audience without distractions.

Take advantage of these new features and ensure your message reaches the right audience—without distractions. Contact Activate Digital Media today to learn how we can help you leverage Meta’s latest advertising tools for maximum impact.