Facebook has reportedly started testing a new feature that places ads directly in the notifications section of its app.
For users familiar with the Facebook interface, these ads will be displayed in an area typically reserved for updates and alerts.
This implies that sponsored content will be displayed directly with regular user notifications.
Although users will be able to hide ads from specific advertisers, they cannot block all sponsored content entirely.
Advertising is a core component of Facebook's business model, allowing it to offer free services.
However, due to new European Union regulations, European users now have the option to pay €9.99 a month for an ad-free experience. This change aims to comply with regional policies while continuing to generate revenue through advertising.
Also read: Facebook Will Use Your Posts to Train AI, Unless You're European
Facebook ad notifications, much like other ad placements on the platform, appear with a "Sponsored" label.
Rob Pegoraro from PCMag first noticed these ads about two weeks ago on the Android Facebook app.
Much like ads on the main Facebook platform, users can manage ads from specific advertisers, but they cannot eliminate all sponsored posts.
Ad notifications on Facebook | Rob Pegoraro/PCMag
The ads also include a "Why am I seeing this ad" link, providing some transparency, though they often do not align with the user's interests.
Pegoraro also added that the ads have not yet appeared on the Facebook website or his iPad Facebook app. The ads did not appear in the notifications history, either.
Meta's Statement and User Reactions
Meta has confirmed that these Facebook ad notifications are part of a small-scale test affecting a limited number of users.
"We're always working to help brands reach more customers and make it easier for people to discover businesses and products most relevant to them," said Meta spokesman Tom Channick.
He added that Meta is running early, limited tests and will share more information as they gather insights.
User reactions to these Facebook ads notifications are mixed. Some are annoyed by the intrusion of ads into their notification space.
However, Meta's history suggests that user feedback might not have a huge impact on their decision to roll out these ads more broadly.
Previously, ads have been introduced in Facebook Messenger, which is a trend toward monetizing more user interface areas.
In addition to these notification ads, Meta has been exploring other ad formats.
In June, Instagram started testing an unskippable "ad break" icon that users must watch for a certain time before continuing to scroll.
Financial Context and Future of Facebook Ads Policy
Despite the controversy, advertising remains a vital revenue stream for Meta.
The company reported a net income of $12.4 billion in the first quarter of this year. However, substantial investments in the metaverse and AI projects, coupled with significant layoffs, have pressured the company to find new revenue sources.
Thus, these initiatives mean that Meta is looking for ways to maintain its financial health and support its long-term ambitions.
The introduction of Facebook ads notifications can be seen as part of a broader strategy to maximize advertising opportunities across its platforms.
Although users may find these changes intrusive, they are likely to continue as Meta seeks to balance its extensive investments with sustained profitability.