Meta abandons fact-checkers in push for 'more speech, fewer mistakes'

Meta's decision to abandon third-party fact-checking for ambiguous content marks a significant departure in social media content moderation, with potentially far-reaching implications for fashion and luxury brands' digital strategies.

The move, coinciding with Donald Trump's return to the presidency, represents Meta's most substantial revision of its content management policies in recent years. Mark Zuckerberg's announcement signals a dramatic shift towards reduced content oversight, citing concerns over excessive censorship and emphasising a return to prioritising free expression.

Meta said "its platforms are built to be places where people can express themselves freely. That can be messy. On platforms where billions of people can have a voice, all the good, bad and ugly is on display. But that’s free expression."

"We've reached a point where it's just too many mistakes and too much censorship. It's time to get back to our roots around free expression," Zuckerberg said in a video statement, characterising the current moment as a "cultural tipping point, towards once again prioritizing speech."

The new approach will rely on "community notes" rather than proactive content scanning, with rule violations reviewed only after user reports. This poses new considerations for fashion brands managing their social media presence and advertising strategies.

"We’ve seen this approach work on X – where they empower their community to decide when posts are potentially misleading and need more context, and people across a diverse range of perspectives decide what sort of context is helpful for other users to see," Zuckerberg said. "We think this could be a better way of achieving our original intention of providing people with information about what they’re seeing – and one that’s less prone to bias."

Tackling disinformation

Industry observers note this creates a stark contrast between US and European social media landscapes. The EU maintains strict oversight through its Code of Practice on Disinformation, which demands enhanced transparency and active measures against misinformation.

Angie Drobnic Holan, head of the International Fact-Checking Network, defended the role of fact-checking: "Fact-checking journalism has never censored or removed posts; it's added information and context to controversial claims, and it's debunked hoax content and conspiracies," Reuters reported.

For fashion and luxury brands operating across both markets, this divergence in content moderation approaches will require carefully calibrated communication strategies. Brands may need to develop market-specific social media guidelines to navigate these increasingly disparate regulatory environments.

The implications for influencer partnerships and branded content will be particularly significant, as brands balance the opportunities of reduced oversight in the US market against the stringent requirements of European regulations.