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Facebook to purge extremist content

Facebook is set to fight content promoting "anger and hate" following pressure from major advertisers.

After Unilever - which makes goods of brands from Dove to Persil - threatened an advertising boycott of the website, social network executives have pledged to purge extremist content and described the pressure put on them as "a great thing".

Speaking at Recode's Code Media conference, Adam Mosseri, Facebook's head of news feed, said: "We think the commitment by such a large advertiser is great, it's a great thing.

"It's on us to make sure we deliver and meet whatever expectations that they have, but we commend the announcement."

His colleague Campbell Brown, who is the head of news partnerships, pointed towards the steps Facebook is already taking towards tailoring the news feed towards quality and personal posts, rather than numerous posts from organisations.

She added: "I think the work that we've announced by leaning into quality is a huge step in that direction, and we intend it to be. We take the position that not all news is created equal."

It comes days after Unilever's chief marketing officer Keith Weed blasted social media companies for failing to tackle significant issues and "creating division".

He said: "It is in the digital media industry's interest to listen and act on this before viewers stop viewing, advertisers stop advertising and publishers stop publishing."

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