What the end of Meta's fact-checking program means for brands

The tech overlords strike again.

Mark Zuckerberg is no stranger to the limelight. So, in true Zuck fashion, he's dropped yet another bombshell.

Starting soon, Meta will ditch third-party fact-checkers across Facebook, Instagram, and Threads.

Instead, the platforms will rely on “community notes” from users to flag misinformation. And I can bet my left cheek President-elect Trump, and his allies are just thrilled.

But for the rest of us—marketers, everyday users, and the society hanging by a thread between democracy and chaos, this move is stirring up a cocktail of questions:

• Is this the beginning of the end for responsible content moderation?

• What does it mean for the marketing ecosystem on Meta’s platforms?

• And, perhaps most existentially, who’s really in charge when the overlords and Oval Office share a bed?

Let’s unpack it, shall we?

Marketing implications: the good, the bad, and the truly ugly.

Let’s start with the good news, which is essentially, a looser leash.

With fewer third-party fact-checkers breathing down your neck, brands could theoretically enjoy a little more creative freedom.

Controversial campaigns might thrive in this environment—think bold claims and edgier messaging that wouldn’t survive in a stricter fact-checking ecosystem. But proceed with caution, because...

The bad news is the potential for these platforms to become a misinformation minefield.

With community notes, Meta is essentially outsourcing content moderation to the same user base that shares clickbait and dubious diet pills.

For marketers, this could mean your totally innocent campaign about a new plant-based burger gets flagged by a rogue user who believes tofu is a government conspiracy. Once flagged, visibility could plummet, killing your engagement and ad spend ROI.

Aaand the ugly: a trust deficit.

The majority of us are already more than sceptical of social media platforms. This move only amplifies the distrust.

As misinformation spreads unchecked, brands advertising on these platforms risk being caught in the crossfire. Associating with a “Wild West” digital environment might harm your brand integrity, even if your messaging is squeaky clean.

Now, let’s talk tech giants as political players in this long and stressful game.

Let’s not pretend this decision exists in a vacuum. Meta’s shift conveniently aligns with Trump’s re-emergence on the political stage.

Critics have long accused Zuckerberg of pandering to political powerhouses. And moves like this reinforce the suspicion that tech giants are less impartial arbiters of truth and more political chess players.

For society, this raises some unsettling questions:

• Is Meta truly empowering users to shape discourse, or is this a smokescreen to avoid accountability?

• How much influence does the Oval Office have on Silicon Valley decisions? And vice versa?

• And if platforms increasingly prioritise political gains over public good, where does that leave the rest of us?

So, what’s a brand to do?

Firstly, double down on brand integrity.

Amid the chaos, brands that remain authentic and transparent will shine. Make your messaging so credible that no rogue “community note” can bring it down.

Diversifying your channels is also a smart move.

Do not, I repeat, DO NOT put all your ad spend in Meta’s basket. With its growing unpredictability, now’s the time to explore platforms (and maybe even newsletters!) to engage your audience.

Stay educated.

Monitor how community notes evolve. If they prove to be effective (wishful thinking?), leverage them for your advantage. If not, be ready to pivot before your campaigns take a hit.

Advocate for transparency.

Push platforms to be clear about their algorithms and policies. If enough marketers demand accountability, we might just get it—or at least a crumb.

Hold on then, who’s flying the plane?

This whole thing is making me feel existential. And not in a good way.

Zuckerberg’s latest move is a stark reminder of the precarious balance of power between tech giants, politics, and the public.

While Meta claims this shift is about empowering users, it’s hard not to see the strings being pulled from behind the curtain.

For marketers, this means treading carefully in an ecosystem that feels increasingly unstable. For society, it means asking the tough questions: Do we still have a voice, or is the narrative merely controlled by those at the top?

In the end, whether you’re crafting campaigns or just doomscrolling, stay critical, stay vocal, and don’t let the overlords off the hook.

-Sophie, Writer