Instagram announced a new feature that will allow some users to create ad campaigns without linking to a Facebook Page.
According to the social media giant, “You can now create Instagram ads without having a presence on Facebook. If you are promoting a post from your Instagram business account for the first time, you won’t have to connect to a Facebook ad account or Facebook Page.”
The catch? Businesses that have already connected their profile to their Facebook Ad Manager — which was required — won’t have the option to disconnect their Instagram profile in order to run ads.
This move comes as more and more major brands like Lego, Coca-Cola, and Starbucks have joined the worldwide boycott to stop paying for advertising on Facebook in the month of July.
Last month, a coalition of civil rights groups called on major advertisers to join the “Stop Hate for Profit” campaign. Groups like the NAACP and Anti-Defamation League hope the ban will send a message to Facebook and hold them accountable for how its platforms are able to benefit from racism and misinformation.
While Instagram has said publicly the changes had been in development for months, some still question if the shift is an attempt to distance itself from the backlash — despite being owned by Facebook.
As of now, more than 400 brands have joined the boycott. Facebook released a statement earlier this week saying it would submit to an audit of its hate speech controls. The social media network also has plans to label newsworthy content that would otherwise violate its policies.
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