Pinterest implemented a new policy that affects how information about climate change is presented in ads and organic content.
An update to Pinterest’s community guidelines prohibits sharing false or misleading information about climate change.
The company said it was the first major platform to create clear rules around climate change discourse.
Let’s dive into how this policy change affects your ads and organic content.
new policy
According to an update from Pinterest:
“Our new policy makes Pinterest the only major digital platform with clearly defined guidelines for false or misleading climate change information, including conspiracy theories, in content and advertising.”
No other social platform has clear guidelines on the topic of climate change, making Pinterest the first and only site to take a stance on what it defines as inaccurate information.
Pinterest encourage Others are mindful of companies’ stances on climate change and have adopted similar guidelines to stem the spread of misinformation.
Policy Implications
Pinterest will begin removing content about climate change that it believes could harm public safety, trust or well-being. Content that can be removed includes:
- deny:
- Presence or impact of climate change
- Human influence on climate change
- Climate change backed by scientific consensus
- False or misleading information on how to address climate change if these solutions contradict scientific consensus
- Misrepresenting scientific data to undermine trust in climate experts
- Harmful, false or misleading content about public safety emergencies such as natural disasters
impact on advertising
Searches for more sustainable green living are on the rise on Pinterest. Whether users are looking for products to replace at home or tips to reduce common waste, search intent has grown 6x over last year.
With this new policy update, all ads on Pinterest are required to comply with the updated Community Guidelines.
To make it clear to advertisers, Pinterest has also updated its advertising guidelines in this language.
Advertising Guidelines Update Will Ban Ads About Climate Change:
- Contains conspiracy theories
- Has misinformation or false information
The goal of this update is to foster a community of trusted resources on the platform.
Navigate new organic content
Pinterest also launched a new Creator Originals content series around creating a greener lifestyle.
Creators in these countries are eligible for this series:
- U.S.
- U.K.
- Australia
- Germany
- France
- Japan
- Brazil
- Mexico
- Argentina
- Indonesia
- India
These pins, which will be referred to as creative pins, provide consumers with inspiration for tips and tricks, including:
- Thrift or upgrade
- reduce food waste
- Replacing common household products with more environmentally friendly products
generalize
Pinterest’s new climate change policy offers content creators and advertisers the opportunity to adopt new approaches to greener lifestyles. By creating content that provides users with helpful tips, you gain their trust from the start and increase the likelihood of loyalty to your brand.
Instead of selling a product or service directly, start with useful tools that allow you to get in the door of new customers in an unobtrusive way.
Featured image: elenabsl/Shutterstock
