Meta Eliminates Fact-Checking: What Does This Mean for Brands and the Advertising Ecosystem?

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Meta announced last week a drastic change in its content moderation policy: the abandonment of fact-checking in favor of a model called“Community News,” in which users will be responsible for flagging false or problematic information—which is, more or less, what has been done for some time on X, formerly Twitter. This move, justified by Mark Zuckerberg as an attempt to “restore free speech,” has sparked intense debate in the marketing industry, particularly due to its potential implications for ad safety.

What does this change mean for brands that invest in these platforms? Could Meta face an exodus of advertisers, as happened on X? We analyze the situation from different perspectives.

A Controversial Change at Meta

According to Zuckerberg, the decision aims to “reduce errors, simplify policies, and restore free speech on our platforms.” However, this approach has proven to have risks: X suffered a massive exodus of advertisers following its moderation policy change, which significantly impacted its advertising revenue. Now, some experts fear that Meta could face a similar scenario if brands begin to perceive its platforms as unsafe.

Concerns About Misinformation and Advertising Safety

The elimination of fact-checking has drawn criticism from analysts and media experts. Ramón Salaverria, a professor of journalism at the University of Navarra, describes Meta’s move as “terrible news in the fight against misinformation.”

Salaverria warns that the decision not only jeopardizes the quality of content on Meta’s platforms but also affects the fact-checking agencies themselves: “It’s a seismic shift for fact-checking agencies on a global scale. For many, Meta was the main source of revenue; for the most vulnerable, it was even their only source.”

Furthermore, it points out that the elimination of the fact-checking program raises questions about the future of the IFCN, a Meta-sponsored organization that required fact-checkers seeking to provide services to the company to be accredited by this network. Consequently, the IFCN itself has issued an open letter to Zuckerberg warning of the serious consequences this decision could have in more than 100 countries: “If Meta decides to shut down the program worldwide, it will almost certainly result in real harm in many places.”

In vulnerable contexts, such as those with high levels of political instability, disinformation could contribute to electoral interference, mass violence, or even genocide, the agency warns.

Confidence in Meta’s robust infrastructure

But not everyone is against it, and there are those who trust Meta’s advertising infrastructure:

Some analysts, such as Kelsey Chickering of Forrester, point out that Meta’s advertising infrastructure remains strong. Its ability to deliver high returns on investment and advanced targeting makes it difficult for brands to leave the platform. Furthermore, the uncertainty surrounding TikTok could strengthen Meta’s position in the market.

Josh von Scheiner, founder of A Different Story, notes that Meta will not become an advertising “Wild West, ” thanks to other moderation tools designed to combat violent or malicious content. However, he warns that the rise in misinformation could discourage users and lead them to explore other platforms.

What does the future hold for Meta?

The elimination of fact-checking marks a turning point for the advertising ecosystem. Although the platform remains a dominant player, its ability to maintain the trust of brands will depend on how it handles the rise in misinformation and the associated risks.

In this uncertain environment, brands will need to be proactive, diversify their strategies, and prioritize transparency to protect their reputation and maximize the impact of their campaigns.

Sources consulted:

• Forrester, Consumer Trust and Brand Safety 2024.

• IAB Europe, Digital Advertising Landscape 2024.

• Statements by Ramón Salaverria, professor at the University of Navarra.

• Financial Times, “Meta’s Content Moderation Overhaul.”

• Statements from experts on LinkedIn and X, and interviews in specialized media outlets.

Communication Editorial Office