Facebook asks Users to Rate Advertisers & Promises to Ban the Bottom of the Barrel

Facebook just launched a survey style feedback tool that's pushed to users who have made a purchase through Facebook Ads. When you're using the Facebook App the feedback tool gives you three emoticons to pick from (happy face, neutral face, sad face), which looks like this:

The catch on this is that (at least on a desktop) it's allowing you to leave feedback for any ad you've clicked on and isn't limited to those you purchased from. This flaw in the system could leave the door open for serious abuse by competitors.

To leave feedback for any ad you've clicked on just go to the Ad Activities tab. During the announcement of this change Facebook explained that they would use this feedback to help companies improve their customer service. However, those with continual bad ratings could lose their ability to advertise on Facebook.

We share feedback directly with businesses that receive high volumes of negative feedback and give them a chance to improve before taking further action. We give them guidance on how to improve customer satisfaction and better meet customer expectations. This could mean setting clear expectations about shipping speed upfront or providing more transparency about return policies. If feedback does not improve over time, we will reduce the amount of ads that particular business can run. This can continue to the point of banning the advertiser.

With just three ways to rate an experience the tool lacks the depth needed to be a seriously useful tool. For now Facebook is only sharing the feedback with businesses directly. Perhaps they have plans to build out its features before sharing it with the public.