Facebook is working on an initiative that will enable advertisers and agencies to exclude their ads from running next to or near topics in their newsfeed that are considered to be inappropriate or harmful to their brand’s image, reports MediaPost.

“Providing advertisers topic exclusion tools to control the content their ads appear next to is incredibly important work for us,” Facebook Vice President-Global Business Group Carolyn Everson said in a statement announcing the effort. She added that the steps are being taken as part of Facebook’s commitment to support the World Federation of Advertisers recently announced GARM (Global Alliance for Harmful Media) initiative.

Marketers and agencies have a long history of requiring media to ensure that their ads do not appear adjacent to objectionable content that might harm their brand messages by association. The criteria vary by brands and the context of the media they place it in, and the process is constantly evolving. Some brands, for example, may have different criteria for the same objectionable content in an entertainment environment vs. a news programming environment, but as social media has evolved — especially so-called user-generated content — some of their criteria have fallen off historic guardrails, because they have not been easily classifiable, and/or because the platforms — like Facebook — didn’t have the controls to enable them, states MediaPost.

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