Meta’s ‘free-speech’ overhaul worries advertisers

Mark Zuckerberg’s decision to overhaul Meta’s content moderation policies has alarmed advertisers as they fear a rise in harmful content. The $1.5 trillion company plans to replace its professional fact-checking system with a “community notes” model, where users flag misinformation.

Critics argue the approach is slower and vulnerable to manipulation, risking Meta’s reputation for brand safety.

Advertisers express concern
Marketers, responsible for over 90% of Meta’s $135 billion annual revenue, worry their ads might appear near toxic content. Some companies are reconsidering their spending, citing the risks involved to their brand.

Meta’s content moderation shift mirrors Elon Musk’s approach at X, which saw advertisers flee over similar concerns.

However, several industry executives aren’t concerned about the shift. They feel advertisers won’t care about Meta’s policy changes as long as its platforms perform well in ads.

Meta holds 21% of the US digital ad market share, second only to Google. These ads also help Zuckerberg continue developing hardware like the Meta Quest headsets and smart glasses, as well as continue R&D into AI and the metaverse.

Changes in moderation policies
Meta’s changes include reducing automated content removal and lifting restrictions on topics like immigration and gender. Zuckerberg blames “politically biased” fact-checkers and cites free speech for his decision.

Critics see the move as aligning with President-elect Donald Trump and his allies.

With an antitrust trial looming in April, Zuckerberg’s strategy may reflect a calculated effort to align with political powers while navigating regulatory scrutiny.