In a bid to improve users’ overall shopping experiences, Facebook is threatening to ban brands for bad business practices -- both on and off of its platform.
Specifically, the social giant is now inviting users to review brands with which they have recently done business.
Within their personalized “Ads Activity” sections, users can now view ads they have interacted with, and “Leave Feedback” with a dedicated button. This will prompt users to complete a questionnaire, which will inform Facebook about their experience with particular brands.
“We’ll use this tool to get feedback from the community to help better understand potentially low quality goods or services,” Facebook said in a statement released on Tuesday.
The company says it plans to share feedback directly with businesses that receive high volumes of negative feedback, and “give them a chance to improve” before taking further action.
That will include giving businesses them “guidance” on how to improve customer satisfaction and better meet their expectations.
Among other constructive criticism, for example, Facebook might suggest businesses set clear expectations about shipping speed upfront, or provide more transparency about their return policies.
“If feedback does not improve over time, we will reduce the amount of ads that particular business can run,” Facebook said on Tuesday. “This can continue to the point of banning the advertiser.”
While ecommerce is far from Facebook’s core business, it has been moving more aggressively into the category in recent years. Among other efforts, some brands have found success with Facebook’s AI ad-targeting algorithm.