Meta’s Fact-Checking Shake-Up: What Advertisers Need to Know

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Meta’s fact-checking shake-up sparks advertiser concerns. Discover how to maintain brand safety and stay ahead in the evolving ad landscape.

This type of scenario isn’t new to the advertising industry. In 2022, X’s (formerly Twitter) new ownership eliminated content moderation. The fallout was swift. Advertisers pulled back. Budgets shifted. Trust tanked.

However, Meta’s recent announcement is different. Its sheer scale, ad ecosystem and role in driving leads make it harder—nearly impossible—to replace. For most advertisers, walking away isn’t an easy option.

At Closed Loop, we’ve analyzed this and what it means for advertisers. While the full picture is still coming into focus, here’s our expert POV and what you can do to navigate the uncertainty.

Closed Loop’s POV on Meta’s changes

It’s important to note that Meta isn’t X.

While the fact-checker swap for community notes feels eerily familiar, Meta has likely learned from X’s missteps. It’s very unlikely that Meta will repeat those mistakes. The company will aim to minimize brand safety concerns to avoid advertiser pullout.

Yet, misinformation on Meta is still a valid concern. Audience trust could erode over time, but Meta’s advertising ecosystem and track record of delivering strong ROI make it harder for advertisers to ditch than X. On X, spend was easily dissolvable into other top-of-funnel platforms. Meta’s sophistication as a lead generator makes it hard to replace.

While the full impact is unclear, here’s how advertisers can protect their campaigns and stay ahead.

Key recommendations for advertisers

There is no need to panic. Here are steps you can take today to protect your brand and prepare for what’s next:

1. Prioritize brand safety

  • Optimize ad settings: Advertisers should review their current brand suitability and transparency settings within their ad account and make updates as needed. Add block lists and topic exclusions. Keep your ads clear of sensitive categories like News, Politics, Gaming or Religious content.
  • Listen to your audience: Monitor the comments on your Facebook and Instagram ads. Address concerns quickly with a brand-approved response strategy. If you see concerns, respond. A simple acknowledgment can go a long way in maintaining trust.

2. Develop contingency plans

While Meta remains effective, advertisers should prepare for potential challenges by:

  • Exploring alternative channels: Identify alternative platforms where budgets could go if Meta becomes unfeasible.
  • Testing backup strategies: Build backup strategies that you can activate quickly if the situation escalates. Being prepared doesn’t mean acting prematurely—it just means you’re ready for anything.

3. Stay competitive and visible

Don’t stop advertising on the platform as a knee-jerk reaction. Meta’s ROI is tough to beat, and leaving too soon could give your competitors an advantage. Staying visible while others flinch is a competitive edge in today’s increasingly competitive market.

4. Keep an eye on the big picture

  • Brand favorability: Monitor metrics like Net Promoter Scores, sentiment analysis, or customer surveys to gauge how audiences perceive your brand while advertising on Meta.
  • Public perception: Stay tuned to media coverage and online discussions about Meta’s changes—shifts in public sentiment may signal broader concerns.
  • Competitor moves: Track how competitors are responding. Are they staying put or pulling back? Use their moves to inform your next steps.

A strategic path forward

Yes, Meta’s fact-checking changes add uncertainty to today’s advertising landscape. But there’s good news: This isn’t uncharted territory. Brands prioritizing proactive planning, agility and vigilance will navigate this time just fine without sacrificing brand safety or performance.

At Closed Loop, we help brands and advertisers thrive in complex, fast-changing environments. If you have questions about Meta’s recent changes or need support developing a strategic game plan, we’re here to help.

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