Well, life in the Meta universe just got a lot more interesting.
Just as Meta is gearing up to roll out advertising on Threads, Mark Zuckerberg announced sweeping changes to the company’s content moderation policies across its platforms, including Facebook, Instagram, and Threads. The most notable shift involves the discontinuation of Meta’s partnership with third-party fact-checkers, which will be replaced by a new “Community Notes” system.
This feature, inspired by a similar approach on X (formerly Twitter), allows users to collaboratively add context to posts flagged as misleading or controversial. Alongside this change, Meta plans to relax restrictions on sensitive topics. According to Mark Zuckerberg, these changes reflect Meta’s broader commitment to reducing censorship, simplifying its policies, and promoting free expression.
On the other hand, eliminating third-party fact-checkers raises questions, most notably: what kind of brand safety risks are advertisers likely to encounter?
Why Meta Did What It Did
Meta said its decision to overhaul its moderation policies stems from growing concerns about the effectiveness and fairness of its previous systems. Zuckerberg said that the reliance on third-party fact-checkers drew criticism for perceived biases and overreach.
The new Community Notes system is designed to address these issues by decentralizing moderation efforts. Rather than relying on external organizations or automated systems prone to errors, Community Notes empowers users to collaboratively provide context for flagged posts. This approach aims to reduce mistakes, increase transparency, and build trust by incorporating diverse perspectives into the moderation process.
Another key element of the announcement is Meta’s decision to relax restrictions on sensitive topics like immigration and gender identity. While these subjects have been heavily moderated in the past due to their polarizing nature, Meta now believes that open dialogue is essential for developing meaningful conversations.
To further streamline its moderation efforts, Meta plans to simplify its content policies. This simplification aims to make rules more accessible for users while reducing the burden on moderators tasked with enforcing them.
Community Notes on X: Lessons Learned
Meta’s adoption of Community Notes is not without precedent. The feature closely resembles a system introduced by X (formerly Twitter), initially branded as “Birdwatch.” On X, Community Notes allows users to add context or corrections collaboratively to posts flagged as misleading.
Research has shown that this approach can combat misinformation while developing a sense of community accountability. For example, a study conducted by the Gies College of Business at the University of Illinois Urbana-Champaign found that Community Notes effectively encouraged users on X to retract false or misleading tweets voluntarily. In addition, a 2024 study by arXiv analyzed 285,000 notes from X’s (formerly Twitter’s) Community Notes program. It found that adding contextual information to misleading tweets reduced retweets by nearly half and increased the likelihood of tweet deletion by 80%. By relying on the wisdom of the crowd, this system also proved more scalable than relying solely on professional fact-checkers or automated tools. Furthermore, X implemented safeguards requiring contributors from diverse perspectives to agree before a note is published, which helped mitigate accusations of partisan bias.
Despite these successes, challenges remain. Community Notes can be slow during fast-moving news cycles when misinformation spreads rapidly. Additionally, there is always a risk that contributors may bring their own biases into the process. Nonetheless, platforms like YouTube and Weibo have also experimented with similar crowd-driven moderation systems, signaling growing interest in this decentralized model.
Implications for Advertisers
Meta’s policy changes carry significant implications for advertisers who rely on its platforms to reach their target audiences. One of the most pressing concerns is brand safety. With fewer restrictions on sensitive topics, there is a heightened risk that advertisements could appear alongside controversial or divisive content. This creates potential reputational harm for brands, as consumers may associate them with the surrounding material, even if the connection is incidental. The removal of broad content filters means that advertisers now face a more unpredictable environment where the context in which their ads appear can vary widely.
The relaxation of content moderation also raises broader challenges for advertisers. More borderline or provocative content may remain visible on the platform. This could lead to an increase in polarizing discussions and user-generated posts that advertisers may find unsuitable for their campaigns. The resulting environment might make it harder for brands to maintain control over how their messaging is perceived by audiences.
A New Layer of Complexity
The introduction of Community Notes adds a new layer of complexity, too. While Community Notes aim to enhance transparency and reduce misinformation, they could inadvertently affect how users perceive ads displayed near flagged content. For example, if a post adjacent to an ad is accompanied by a note correcting misinformation, it might cast doubt on the credibility of all nearby content, including the advertisement itself.
The overall shift in Meta’s approach also has implications for advertising costs and strategies. With fewer automated filters removing content, there will likely be an increase in available ad inventory. While this could lower costs per impression due to greater supply, it also means that advertisers will need to compete more fiercely for user attention in a more crowded space. Additionally, as Meta’s moderation policies evolve and user behavior adapts to the new environment, advertisers may need to reassess their targeting strategies and messaging to align with shifting engagement patterns.
The shift in content moderation may also lead to changes in user behavior and engagement patterns. As discussions around previously restricted topics become more prominent, user interactions could become more polarized. This dynamic could influence how audiences perceive advertisements and engage with them within these environments.
What Advertisers Should Do
We believe advertisers must take proactive steps to adapt their strategies and ensure their campaigns remain effective and aligned with brand values. The evolving content moderation landscape presents both challenges and opportunities, requiring advertisers to be vigilant, flexible, and strategic. Below are key recommendations for navigating this new environment.
Focus on Brand Safety
The risk of ads appearing alongside controversial or divisive content has increased, which could harm a brand’s reputation. To mitigate this, advertisers should use Meta’s ad placement tools to control where their ads appear. These tools allow brands to exclude certain categories of content or specific publishers that may not align with their values.
Regular audits of ad placements are also important. By reviewing where ads are being displayed, advertisers can identify potential risks and make adjustments to avoid association with unsuitable content. Partnering with third-party brand safety organizations can provide an additional layer of oversight and assurance.
Monitor Platform Dynamics
As Meta implements its new policies, advertisers should closely monitor how these changes affect user behavior and engagement patterns. The introduction of Community Notes, for instance, may influence how users interact with content and perceive the credibility of posts. Advertisers should track key performance metrics such as click-through rates, impressions, and user sentiment to identify any shifts in audience behavior.
Staying informed about platform updates is equally important. Meta’s rollout of these changes is expected to occur gradually, and new features or adjustments may emerge over time. Advertisers who remain up-to-date on these developments will be better positioned to adapt their strategies effectively.
Use Transparency Tools
Meta offers a range of transparency tools that can help advertisers understand how their campaigns are performing and where their ads are being displayed. Advertisers should take full advantage of these features to gain insights into the effectiveness of their campaigns and identify any potential issues.
For example, using reporting tools can help brands analyze the performance of ads placed near flagged content or posts with Community Notes. If an ad’s performance is hurt by its placement, advertisers can use this data to refine their targeting strategies or adjust their creative approach.
Additionally, Meta’s appeals process provides advertisers with an avenue to address concerns about flagged content or ad placements. Engaging with this process can help resolve disputes and ensure that campaigns are not unfairly penalized.
Maintain Flexibility
Advertisers should be prepared to adjust their campaigns in response to shifting user dynamics or unforeseen challenges. This might involve refining targeting parameters, experimenting with different ad formats, or reallocating budgets across platforms.
Testing new approaches can also be valuable during this transition period. For instance, advertisers might explore alternative creative strategies or messaging styles to see what resonates best with audiences in the evolving environment. Being open to experimentation allows brands to stay agile and responsive.
Prepare for Increased Competition
As Meta reduces content filtering, the resulting increase in visible posts may lead to greater ad inventory on its platforms. While this could lower costs per impression in some cases, it also means that competition for user attention will intensify. Advertisers should focus on creating high-quality, engaging content that stands out in a crowded digital landscape.
Investing in creative excellence—whether through compelling visuals, innovative formats, or memorable storytelling—can help brands capture attention and drive results. Additionally, using advanced targeting options can ensure that ads reach the most relevant audiences amid increased competition.
Contact True Interactive
True Interactive has your back. We can help you navigate the changing world of social media. We work with advertisers all the time across multiple platforms, including Meta. Contact us to learn how we can help you.
