Facebook Branded Content Changes: 3 Key Updates in 2025

Facebook has announced three important changes to Branded Content on its platform.

These updates aim to grow branded advertising, make it easier for more creators to participate, and improve transparency and policy enforcement.

The changes mark a significant step to help businesses and publishers scale their advertising efforts more effectively.

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Facebook Branded Content Changes: Key Highlights

Facebook has expanded the availability of its Branded Content tools beyond verified Pages and Profiles. Now, unverified Pages and Profiles can apply to use Branded Content tools.

Some Pages may also receive automatic access based on their likelihood to use the tool effectively.

The Branded Content tag itself has changed from “With” to a clearer “Paid” label. This highlights the commercial nature of posts and promotes transparency for users seeing the content.

Changes at a Glance:

• Unverified Pages and Profiles can apply for Branded Content access
• Eligible Pages get notified with the Branded Content handshake icon
• The tag for branded posts is now a “Paid” label for clarity
• Available immediately on iOS and Facebook Web, Android to follow

Also read about: Meta AI Content Labels Expand on Facebook, Instagram, Threads

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Simplified Policies and Enforcement

Facebook has relaxed restrictions on logos, watermarks, and graphical overlays. Creators can now keep these on videos for the whole duration, except the first three seconds, making branding more flexible.

For policy violations, Facebook now sends notifications explaining required fixes instead of immediately removing posts.

Non-compliant posts are hidden from News Feed but remain on the Page until corrected, helping creators fix issues without losing content.

Key Updates:

• Logos and overlays allowed throughout videos, minus the first 3 seconds
• Violating posts hidden from Feed but stay on Page with notifications
• Clearer branded content policy language for easier understanding
• Aim to boost adoption and compliance

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Summary Table: Old vs. New Facebook Branded Content

Feature	Old Policy	New Policy (2025)
Access	Verified Pages/Profiles only	Also unverified can apply, auto invites
Tag Label	“With” (co-branding)	“Paid” (clear commercial disclosure)
Logo/Overlay Use	Limited duration on videos	Allowed entire video except first 3 sec
Policy Enforcement	Immediate post removal	Notifications, hidden from News Feed until fixed

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Summary

Facebook’s 2025 branded content updates make it simpler and clearer to share sponsored content.

Expanded access, better transparency with the “Paid” tag, and flexible brand overlays will help marketers and creators grow their presence and revenues on the platform confidently.

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