Social media companies pay out US$ billions every month to content creators and publishers.
Social platforms decide who is eligible, who ultimately gets paid, and, in many cases, how much — granting them major influence over the content we consume. And yet, we have no idea how these decisions are made — or enforced.
These Monetization Principles provide a framework to inform the responsible governance of social media monetization services.
Social media companies should proactively identify, assess, and address any actual or potential adverse impacts of their monetization programs, systems and practices on illegal activity, society, the environment and the company’s own business.
Key concerns
Illegal activity
Societal impact
Human rights violations
Environmental impact
-
Impact from Payments and Financial Incentives
Impact from under and over enforcement
Responsible Business Partnerships
Social media companies should ensure that their business partnerships, including their relationships with monetization partners and monetization-related vendors, comply with their legal obligations and commitments to responsible business practices.
Key concerns
Inadequate Know Your Business Customer (KYBC) due diligence
Violations of sanctions and Anti Money Laundering and Countering the Financing of Terrorism (AML/CT) regulations
Unfulfilled supply chain commitments
Fair and predictable Terms and Policies
Social media companies should have terms and policies that are fair and clearly communicate applicable monetization restrictions and the various factors that may impact on monetization payout.
Key concerns
Unfair terms
Lack of clarity around restrictions and their applicability
Due process and Explainable Enforcement
Social media companies should ensure that their decisions to allow or restrict monetization services follow due process, and are justified and duly explained in notices to impacted parties.
Key concerns
Over-reliance on automated decision making
Lack of clarity around applied restrictions and opportunities for appeal and reparation
Adequate Reparations
Social media companies should ensure that errors stemming from their monetization systems, processes and practices are promptly remedied and financial losses adequately compensated.
Key concerns
Inadequate remedies
Substantial financial losses
Transparency & Accountability
Social media companies should provide sufficient transparency for advertisers, publishers, shareholders and users to make informed decisions and enforce their rights.
Key concerns
Inadequate stakeholder-specific information
Limited public disclosures on platforms’ approach to monetization
