Facebook is responding to complaints about offensive content concerning its advertising strategies, according to a report published by the BBC News on Friday.

According to the article, numerous major companies, including Marks and Spencer and BSkyB, recently suspended advertising campaigns after receiving tip-offs that their marketing materials were appearing on pages characterized by offensive content. Facebook quickly took notice of the building boycott, pledging to pay more attention to where they do or do not place advertisements in the future.

“We recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups,” Facebook wrote in a blogpost on Friday. “So we are taking action.”

Facebook’s decision to revamp their advertising processes and to more closely monitor the pages for which they sell adverts will likely be a complex and comprehensive process, especially considering the vast breadth of pages that exist as part of the social network. Any pages featuring violent, graphic, or sexual content, be they user-made groups or professionally-built pages, will be stripped of advertising and kept bare of it in the future.

In the same vein, the company will compile a  list of roughly 10,000 pages to serve as the prototype for advert-appropriate spaces. These pages will likely be high-profile, high-traffic, name-recognition spots where advertising would be most effective. In addition, these pages will be free of inappropriate, controversial, or otherwise potentially offensive content. The company will then comb a wider backlog of Facebook pages in order to find other suitable advertising spots. In the meantime, all advertising will be removed from all other Facebook pages, a dramatic decision that will likely cost the social networking company a fair bit of ad revenue in the present, but hopefully build their reputation with buyers in the future.

Both BSkyB and Marks and Spencer, the former an especially major advertising customer with Facebook in the past, will be watching to see if the new processes and safeguards can eliminate the possibility of their materials landing on offensive pages. Neither company wants to be seen as an endorser of some of the more explicit or controversial content on Facebook.

This is certainly not the first brush Facebook has had with controversy over offensive content. Just last month, the company came under fire from a collective of women’s rights organizations concerning some misogynist content contained on its pages. The company vowed to more closely enforce its own rules and policies concerning inappropriate content. From the sounds of it, this new advertising scuffle is just another step in the company’s move toward accountability.