Meta has stated that ending its fact-checking program has not affected advertiser spend. During its Q4 2024 call, Meta CFO Susan Li reassured investors that demand from advertisers remains strong and the company’s commitment to brand safety remains firm despite the changes. CEO Mark Zuckerberg mentioned that the community notes feature replacing fact-checking is considered a superior system, giving credit to X for the original idea.
Li informed investors that Meta has not observed any significant impact on advertiser spend due to content policy changes, without providing specific details. She highlighted the use of AI-powered tools to assist businesses in maximizing the value of their ad spending.
Zuckerberg elaborated on the reasons behind Meta’s decision to end fact-checking, which currently applies only in the U.S.
He stated, “I’m not afraid to acknowledge when someone does something better than us. It’s our responsibility to strive for excellence and implement the best system.”
Zuckerberg also refuted the idea that the end of fact-checking means Meta no longer cares about providing context or combating misinformation.
He explained, “The community notes system, similar to what X has been using, is more effective than our previous approach. Our product will improve as a result.”
While there have been many amusing and sometimes provocative memes trolling Zuckerberg’s decision to end fact-checking, the focus has mostly been on the executive himself.
It is not surprising that Meta ended fact-checking in the U.S. coinciding with Trump’s presidency, as Republicans have expressed concerns about being censored on social media when fact-checks were applied to their content.
Meta’s decision to adopt X’s idea as a replacement for fact-checking, rather than developing a new system, follows its pattern of replicating concepts from competitors. The company has a history of borrowing ideas, such as the Stories feature from Snap. Zuckerberg previously admitted to this practice in antitrust hearings, acknowledging that Facebook had “certainly adapted” features from competitors. He now openly credits the sources of ideas that Meta incorporates into its platform.
