Facebook has announced a major revamp of its advertising systems in an attempt to deal with concerns about offensive content.
There will now be new restrictions on where adverts appear on the site.
Marks and Spencer and BSkyB were among companies to suspend advertising after complaints that adverts had been placed on pages with offensive material.
The social network is now planning to remove any advertising from many of its pages.
Facebook’s move follows complaints about a Sky advert promoting an M&S voucher.
The advert was placed on a Facebook page called “cute and gay boys”. The page featured photographs of teenage boys.
In a blogpost on Friday, Facebook said: “We recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups. So we are taking action.”