Meta’s founder Mark Zuckerberg recently announced the removal of Meta’s fact-checking function. Meta claims this is to safeguard freedom of speech, but what does it really mean when anyone can share any information—without verification?
Let's take a step back to October 22, 2022. Elon Musk, the ever-present tech billionaire in the media, wanted to buy Twitter. After a long and turbulent negotiation process, the deal finally went through.
This was followed by an intense period of change, with mass layoffs and the introduction of new features. Twitter was rebranded as X, a domain Elon Musk had owned since founding a bank in 1999. Shortly thereafter, he also welcomed Donald Trump back to the platform.
Meta’s fact-checking
Fast-forward to 2024. Mark Zuckerberg’s decision to scrap Meta’s fact-checking function has sparked a wave of criticism from journalists and users alike. Zuckerberg defends the decision, arguing it’s up to users to determine what is true. However, many see this as a dangerous step away from responsible information sharing—especially in a U.S. election year.
Some critics claim that Zuckerberg, like Musk, made these changes to appease then-presidential candidate Trump. They suggest that the move could bolster Meta’s relevance during the election and position the platform as a key player in political discourse, giving Meta a strategic advantage in shaping public opinion.
For those working in marketing, this decision could lead to an increased spread of disinformation, meaning your ads risk being displayed alongside false or controversial posts. This, in turn, could harm your brand’s credibility. Additionally, user trust in the platform may decline, which could impact the reach and engagement of your ads.
How You Need to Act as a Marketer
Whether TikTok will be banned in the US or not is still written in the stars. But regardless of the political implications, one thing is clear: Without fact-checking, advertising and brand credibility for companies on Meta’s platforms will be affected. Here’s what you need to consider:
1. Build trust with your audience. How? Transparent communication and verifiable sources will be crucial on a platform where disinformation spreads like wildfire.
2. Ensure your messaging is clear. Advertisers will bear greater responsibility for ensuring their messages are not misunderstood or linked to controversial content.
3. Reevaluate your channel strategy. If Meta’s platforms gain a reputation for tolerating disinformation, you may need to reallocate parts of your budget to channels with higher user trust. Continuously evaluate the platform’s effectiveness and trustworthiness to optimize your media strategy.
If you need help navigating the Meta jungle, contact us—we’re here to guide you!