Meta abandons fact-checking: a strategic shift toward a new ecosystem for brands? 🔍

It’s impossible to miss the news: Meta is abandoning its fact-checking program. This decision is shaking up social media and raising essential questions for brands.

Fact-checking at Meta: How does it work?

Meta’s fact-checking program, launched in 2016, involves 80 organizations certified by the International Fact-Checking Network (IFCN) and operates in over 60 languages. These organizations verify information and are paid for each fact-check article. If content is deemed false, its reach is reduced and labels warn users. In France, AFP participates in this program by publishing fact-check articles on a dedicated, free-access site: AFP Factuel.

Is it really effective?

Data indicates that fact-checking efforts have had a significant impact. Between the 2016 and 2020 presidential elections, the proportion of visits to misinformation sites via Facebook dropped by nearly two-thirds, falling from 15.8% to 5.6%.

👉 Meta claims that 95% of its users do not click on posts marked as false, which suggests that the program was quite effective.

According to a Meta report, fact-checkers make only 0.02% errors, compared to a 2.7% error rate for posts removed by Meta for violating policies.

🔎 Yes, fact-checking is effective, but beyond that, it is clear that the reduction in internal moderation efforts at Meta could make its platform environment more dangerous. Less oversight of sensitive content could lead to a proliferation of extremist, violent, or discriminatory messages.

A political decision?

In recent years, Meta has been criticized by Republicans for supporting progressive discourse. Yet, since Trump's election, the company seems to be aligning itself with a more conservative vision. Zuckerberg is making more and more decisions in this direction, such as the announcement of the transfer of teams in charge of sensitive content and security from California, a progressive state, to Texas, a state more politically aligned with his new positions.

🇺🇸Furthermore, allies of Trump, such as Dana White (head of the UFC - Ultimate Fighting Championship), are joining the board of directors at Meta.

The company is also reversing its 2021 policy by giving more visibility to political content and offering users more control over what they see on Facebook, Instagram, and Threads.

A worrying resemblance to X?

Abandoning fact-checking in favor of a “community notes” system, where users evaluate the accuracy of content themselves, is strongly reminiscent of the model already adopted by X (formerly Twitter) under Elon Musk’s leadership.

But this growing resemblance to X is sparking controversy. Since late 2023, the lack of moderation on X has prompted many users and media outlets, such as The Guardian, Le Monde and Le Nouvel Obs, to leave the platform for alternatives such as Bluesky.

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🌐 Bluesky: the new rising star?

Launched in February 2023 and funded by former Twitter boss Jack Dorsey, Bluesky struggled to gain traction outside the United States, but is now experiencing a remarkable surge.

With 22.7 million accounts by the end of November 2024 (up from 1.6 million in October 2023), Bluesky is now rivaling Meta's Threads. According to Similarweb, on November 13, 2024, both platforms reached nearly 6 million global visits each.

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Brand safety: a growing concern

The end of fact-checking poses a major challenge for brands: managing their brand safety.

Reduced moderation increases the risk of ads appearing alongside controversial content, which could harm a brand's integrity and reputation.

What are the opportunities for brands?

While this shift raises concerns, it also opens doors for brands that know how to navigate this new landscape.

👉 Standardizing moderation policies

For brands active on multiple social networks, standardizing moderation policies could simplify ad campaign management and prevent compliance conflicts.

👉 Boosting user engagement

By playing an active role in content evaluation, communities could feel more involved, fostering more authentic interactions between brands and their audiences.

👉 Differentiating through quality

In an environment where moderation is relaxed, companies that maintain high standards can stand out. This could strengthen their reputation and build loyalty among a discerning audience.

👉 Anticipating and exploring other platforms

Brands can start diversifying their presence now by exploring alternatives like Bluesky or other emerging networks that prioritize a safer environment.

For now, this decision only affects the United States, but it is likely to influence international practices soon. 🇪🇺 In Europe, regulations like the Digital Services Act (DSA) will continue to ensure a baseline level of moderation. However, brands must prepare for these developments to change the game on social media globally.

▶️ You are now ready to take advantage of the new opportunities this situation may offer.