Meta recently announced that they will be ditching third-party fact-checking and replacing it with a community-driven moderation system—something that might sound familiar because Elon Musk rolled out a similar approach on X (formerly Twitter).
This change has sparked a lot of debate and is something marketers should keep a close eye on.
Let’s take a closer look at what the change means for marketers.
Why Meta’s fact-checking matters
There is a genuine concern that misinformation could spread easily without professional oversight, giving harmful narratives a chance to gain traction faster.
This shift raises questions about digital trust and compliance with regulations. It’s a bit of a wake-up call for marketers to be extra mindful of how they communicate. Marketers need to ensure that their messaging is accurate and responsible.
For brands, this means adapting to a less “professionally moderated” environment. You can’t rely solely on platforms to safeguard your reputation anymore.
Now more than ever, it’s important to maintain transparency and establish yourself as a trusted voice in your industry.
The impact on brand credibility
Customers need to believe what you’re telling them, whatever you’re selling, whether a service or a product.
With this new change, brands face a trickier landscape where misinformation could muddy the waters. This means marketers need to work harder to establish credibility. Transparency and authenticity in messaging will be the pillars that help brands maintain that trust in the “post-fact-checking era”.
At the same time, this shake-up presents an opportunity for brands to stand out. Those who double down on truth and authenticity can build stronger connections with their audience.
It’s a chance to foster loyalty by being the brand people can count on for clarity and honesty.
Whether it’s through informative content, proactive engagement, or just staying true to your voice, brands that navigate this change in the system ethically will be the ones that thrive.
A possible creative opportunity
But it’s not all bad news. Some brands are already showing us how to turn uncertainty into an advantage. A great example is Channel 4, which responded to Meta’s move with humour by posting cheeky, exaggerated claims, playing off the absence of fact-checking at ITV’s expense.
It’s a clever, lighthearted approach that keeps them relevant while engaging their audience.
This is a reminder that while the world of marketing may shift, brands can still thrive by leaning into their unique voice.
Whether through humour or transparency, staying true to your brand’s identity goes a long way.
What’s next for marketers?
At the moment, there is no short-term effect. Meta’s social ads platform still offers high ROI potential. It remains an essential channel for reaching large audiences and driving results.
However, businesses need to stay vigilant and flexible. Here’s what marketers can do moving forward:
Prioritise credibility
Ensure your content is well-researched and factual. Ethical, honest marketing will help you build credibility and trust.
Embrace creativity
Like Channel 4 demonstrated, use these changes as an opportunity to think outside the box and engage your audience in new ways.
Stay aware
Marketing is constantly changing. It never stays the same. Keep up to date on changes and updates.
Read more: A beginner’s guide to social media ads with Meta
Final thoughts
Meta’s decision to abandon third-party fact-checking raises concerns, and marketers will need to tread carefully.
But with the right mindset and strategy, brands can navigate these changes successfully.
Keep connecting with your audience in meaningful ways. There’s still plenty of opportunity ahead.
