Meta Ends Fact-Checking Program, Replaces It with Community Notes

Meta’s decision to end its controversial U.S. fact-checking program hasn’t impacted advertiser spending, according to CFO Susan Li. During the company’s Q4 2024 earnings call, Li assured investors that demand from advertisers remains strong, and Meta’s focus on brand safety is unchanged despite the shift. The announcement comes alongside the introduction of a new system called “community notes,” which CEO Mark Zuckerberg described as a superior alternative to traditional fact-checking.

Advertisers Still Onboard Despite Changes

Li noted that Meta has seen “no noticeable impact” on advertiser spend since implementing the change, though she didn’t provide detailed numbers. Instead, she highlighted the role of AI-powered tools in helping businesses maximize their ad performance on Meta’s platforms.

Why Meta Moved to Community Notes

Zuckerberg elaborated on the reasoning behind the switch, which, for now, only applies in the U.S. He credited X (formerly Twitter) for the inspiration behind community notes, calling it a “better system” for adding context and addressing misinformation.

“I’m not afraid to admit when someone does something better than us,” Zuckerberg said. “I think it’s our job to go out, do the best work, and implement the best system.”

He also pushed back on criticism that ending fact-checking signals a lack of commitment to fighting misinformation. “That’s not right,” he said. “The community notes system, like what X has had for a while, is actually more effective than what we were doing before, and I think our product is going to improve because of it.”

Internet Reactions and Memes

The decision has sparked plenty of online chatter, much of it mocking Zuckerberg personally. Memes flooded platforms like Bluesky, with some being hilarious, lewd, or simply trolling the decision.

Timing Raises Eyebrows

Critics have pointed out the timing of Meta’s move, coinciding with Trump’s return to power and longstanding Republican claims of censorship on social media. The change could be seen as a response to these concerns, as fact-checking often drew fire from conservatives when applied to their posts.

A Familiar Playbook

Some argue that Meta’s adoption of X’s community notes system is another example of the company borrowing ideas from competitors. Meta has a long history of this behavior, having previously adopted features like Stories from Snap. Zuckerberg has openly acknowledged this practice in the past, even during Congressional antitrust hearings, where he admitted Facebook had “adapted” features pioneered by rivals. These days, he seems more willing to give credit where it’s due.

Meta’s shift away from fact-checking will likely continue to raise questions about the company’s approach to misinformation and the broader implications for social media platforms. For now, advertisers seem unbothered, and Zuckerberg appears confident that community notes will deliver better results.