Meta scraps fact-checking: Industry reactions

Meta boss Mark Zuckerberg has been explaining his reasons for axing the company’s fact-checking program on its platforms.

It comes on the first full trading week of the 2025, and likely sets a precedent for a year of major change in the global technology and social media spaces.

So we’ve been gauging initial reaction from leaders in the advertising, marketing, media and adtech sectors, on the implications of Meta’s major policy shift…

Franziska Spieß, Managing Director, Jung von Matt SPREE

“Meta’s decision to end its fact-checking program signals a significant shift — one that demands immediate recalibration from advertisers.

“As we’ve seen with X, the risk for brands adjacent to misinformation will only escalate.

“For companies and agencies, great and reliable social media communication and excellent community management is, therefore, more important than ever.

“Additionally, they must lean heavily on ad-tech innovations, such as AI-driven content analysis, to craft smarter tools that ensure ad placements align with trustworthy content.

“Brands and their tech partners must step up if platforms won’t protect the ecosystem.

“The silver lining? Those who innovate will own the narrative.”

David Bedford, Head of Digital Strategy, Modern Citizens

“This is a very complex issue that appears to be linked to Trump’s presidency and his close relationship with Musk.

“Most people feel that Meta have been pressured into this U-turn and have expected it since Clegg left his role.

“It raises many questions about the future of free speech and the role that inaccurate information plays in manipulating public opinion.

“Our clients will be watching this closely to see how it plays out and how brands and governments respond.”

Zoe Osinnowo, Head of Influencer & Social, FCB London

“Social media platforms are already known for the spread of misinformation, so removing adtech that could help to mitigate that is worrying.

“By dropping its fact checking programme, Facebook is passing more responsibility to users which leaves them less accountable for content moderation, putting both brands and users in a more vulnerable position on the platform.

“The change increases the risk for brands, as users could engage bots to drive the spread of misinformation to damage campaigns or control narratives. It also raises concerns for marginalised communities.

“Given they are the minority, their voices may be minimised by the majority or by those who shout the loudest, potentially allowing harmful or prejudiced narratives to spread.

“This is deeply worrying from an equity perspective, as it risks further silencing underrepresented groups and amplifying biased or damaging content.”

Tom Stone, co-Founder, re:act

“The news that Meta is dropping fact-checkers raises some big questions. Shifting to a more community-driven approach may mirror what we’re seeing on platforms like X, but it’s a risky move.

“Community-based moderation can quickly veer into chaos without guardrails. Consumers still expect a level of credibility from social platforms, and ditching fact-checkers entirely might not meet that demand.

“AI could offer a solution, but let’s not overestimate its capabilities. AI is only as good as the data and rules we feed it, meaning it’s well-suited for flagging recurring issues or well-documented misinformation.

“However, for new or evolving topics, human judgement remains essential.

“This change may also reflect a shift in consumer behaviour. As people become savvier at spotting fake news, social platforms might be trying to adapt. Still, fact-checking, whether human or AI-driven, feels non-negotiable for building trust.”

Savina Parvanova, Global Marketing Director, Limelight

“I think Facebook dumping it’s fact checkers programme is terrible for users, advertisers and agencies alike.

“It has officially become an unsafe ad environment and I think brands should cut all advertising budget from there and repurpose it into trusted channels.

“The walls of the garden are becoming taller and taller and I think this threat can be seen by advertisers as an opportunity to build their own safe advertising environments via white label platforms that put them in control.”

Lizi Legge, Social Media Account Director at IMA

“The removal of fact checkers is definitely a concern for brands and users alike, with the rise of misinformation and AI being used to deliberately mislead.

“Whilst the accuracy of news articles is a bigger challenge on social media without fact checkers, brands should prioritise the following: Building consumer trust; Showcasing credible authority; Providing product proof points from customers and trusted third parties.

“Now is the time for brands to show up as the experts that consumers can rely on.”

Alex Bennet-Grant CEO and Founder We Are Pi

“Is this the latest evidence we are living inside Charlie Brooker’s dark fantasy?

“Weeks after Channel 4’s shock docu-series “Swiped: The School That Banned Smartphones” revealed how dangerous social media content can be for kids, Meta jumps on the MAGA free speech train while admitting we can expect ” more harmful content will appear”.

“Or as someone said to me this week ‘Absolute proof that outrage is the fundamental factor of the internet’”.

Fiona Salmon, Managing Director, Mantis 

“In my opinion, this move falls right into the hands of the ‘fact’ that brands should avoid using the Meta platforms and instead opt to invest in quality open web publishing.

“High-quality journalism – content that has been developed with editorial integrity and fact-checking in place – should continue to be promoted and prioritised.

“On the whole, brands prefer not to run campaigns in comment-led User Generated Content, so I expect to see a flourish in those leaving.

“It also leans into the narrative around children and younger generations growing up with rife misinformation online, which is not something that generations before them have needed to consider.

“And now with AI too, I believe the lines between reality and deepfake content become even more blurred and harder to distinguish.

“This is already difficult to navigate and will only become harder. Potentially harmful or incorrect content must be filtered out before it spreads online.”

Jason Warner, Managing Director – UK & EMEA, SBS

“The decision to remove fact-checkers from major platforms like Facebook and Instagram is a deeply concerning development.

“As someone who has experienced life on both sides of the Atlantic, I recognise the far-reaching implications of such a move.

“We’ve already seen how disinformation can shape political landscapes, with devastating consequences for societies at large.

“This is not just about misinformation; it’s about the erosion of trust in public discourse. Platforms of this scale wield immense influence, and with that influence comes a responsibility to safeguard the integrity of the information they disseminate.

“Accuracy in media is not a luxury—it’s a necessity for informed decision-making and the health of democratic systems.

“I also appreciate the complexity of this issue. People are entitled to their opinions, and the diversity of perspectives enriches public dialogue. However, unchecked misinformation is not a matter of opinion—it’s a societal risk.

“Striking the right balance between free expression and factual accountability is a monumental challenge, but it’s one we cannot afford to ignore.

“The next few years will undoubtedly shape how fact-checking is managed on social and mainstream media. Will we prioritise truth and accountability, or will we allow the interests of the powerful few to dictate the narratives that shape our world?

“This is a pivotal moment, and it requires thoughtful leadership, robust governance, and, above all, a commitment to truth.”

Andrew Mole, CEO and co-Founder, pubX

“Meta has long been known as an easy opportunity to activate media spend at scale, yet operates outside of the rigours required of publishers through a quirk of (US) legislation.



“Whilst this latest news will in no way be shocking, we hope that advertisers begin to re-evaluate the environments in which they appear.

“Meta has already pulled off the magic trick of bypassing concerns about appearing next to user-generated content (UGC) – something other websites still suffer from.

“So it will be interesting to see if this is the beginning of a tide turning for advertisers, or if they will continue to prioritise ease over quality.”

Also published in: Mediashotz