Meta's Controversial Policy Change Takes Center Stage at the Communications Town Hall

At the recent CommPRO Communications Town Hall, a group of seasoned experts gathered to discuss Meta's controversial decision to end its third-party fact-checking program, opting instead for a crowdsourced moderation system affecting Facebook, Instagram and Meta’s Ad Manager ecosystems. The shift has raised alarms about the potential rise in misinformation and hate speech on platforms such as Facebook and Instagram. The discussion provided a platform for communications professionals to share their perspectives on the ramifications of this change and how brands can navigate the new landscape.

Neil Foote, President Emeritus of the National Black Public Relations Society and President of Foote Communications, expressed deep concerns about the consequences of this policy shift. "I’m all about free expression, but free expression without any guardrails, any fact-checking, without any moderation scares the heck out of me," Foote said. He emphasized the dangers of misinformation spreading unchecked, referencing past failures like Facebook's inability to counteract harmful content during the 2016 election cycle.

Dominic Calabrese, a CommPRO contributor, echoed these concerns, stressing the crucial role of fact-checking in maintaining the integrity of public discourse. "I do believe strongly that facts are critical to good journalism," Calabrese stated. "Getting accurate information is crucial in a free and democratic society. Zuckerberg’s decision to remove fact checkers will only hasten the spread of misinformation."

While many participants were wary of the policy change, some offered a more optimistic outlook. Christy Grace Provines, Global Head of Brand at Media.com, acknowledged that content moderation has always been imperfect. "Meta’s previous efforts weren’t exactly working either," she pointed out. "Looking at this change through the lens of opportunity, I’d say that Meta’s drastic move could open the door for other platforms to step in and lead where Meta has stepped back."

Helio Fred Garcia, President of Logos Consulting Group, highlighted the social implications of unmoderated content. "There should not be consequence-free expression," Garcia asserted. "Communication has consequences." He warned that unchecked communication, particularly dehumanizing language, could have profound national and social security consequences.

In contrast, Jason Damata, CEO of Fabric Media, took a more pragmatic stance, acknowledging the already significant levels of misinformation present on platforms like Facebook. "The internet has always been a cesspool of misinformation," Damata remarked. "It’s not like Facebook was doing a good job before. Could it get much worse? I think it remains to be seen."

As the discussion turned to brand safety, the implications for businesses on Meta’s platforms became a major talking point. Paul Kontonis, CMO of Revry, expressed frustration with the platform's environment, particularly for marginalized communities. "As an LGBTQ brand, Meta can be a scary place for us to market," Kontonis shared. "The trolling, the obscene comments, the vitriol that constantly comes towards our queer community is terrible." Despite the toxic atmosphere, Kontonis noted that many brands continue to advertise on Meta due to its vast reach.

Linda Thomas-Brooks, former CEO of PRSA, suggested that brands will face difficult decisions in this new climate. "Brands can make distinctions about quality media, but that’s not going to be easy to implement," she said. "We need to add a qualitative layer to our programmatic media decision-making to avoid unsavory content." This is a sentiment echoed by Brandon Andersen, founder of Brandon Andersen Consulting, who stressed that the real issue lies beyond the platforms themselves. "The issue isn’t just about technology; it’s a broader societal problem," Andersen said. "These tools are accelerating the decline of our cultural environment."

For communications professionals, the conversation turned to strategies for navigating this new and uncertain landscape. Rida Bint Fozi, President of The TASC Group, emphasized the importance of slowing down before reacting to potentially harmful information. "Slowing down and understanding what’s true before you respond is critical," Bint Fozi advised. "We must ensure that we don’t jump into the fray without verifying information first."

Kristie Galvani, Chief Operating Officer at Caliber, recommended a strategic approach to media engagement. "You have to be strategic in your approach, monitor the situation closely, and engage cautiously," Galvani stated, recognizing that communications professionals must tread carefully in this new environment. Fred Garcia also called for a proactive role in holding individuals and platforms accountable. "We need to hold people accountable, not just for inappropriate discussion, but for the consequences that are predictable for dehumanizing and demonizing language," he said.

Simon Locke, Founder and CEO of CommunicationsMatch, encouraged professionals to guide audiences toward more meaningful interactions. "We need to guide folks into deeper conversations and more meaningful connections," Locke said, suggesting that creating platforms with greater transparency could foster healthier dialogue.

Tom Madden, CEO of Transmedia Group, stressed the importance of neutrality and ethics in communication. "We need to be diplomatic and avoid adopting our clients’ biases wholeheartedly," Madden emphasized. "As communicators, we must stay neutral, mixing in accuracy and eloquence to avoid unnecessary conflicts and misinformation."

With the growing uncertainty surrounding Meta’s new policy, Johna Burke, CEO of AMEC, stressed that trust would be the cornerstone for future communications. "Trust is the underlying value that will drive reputation management and the effectiveness of communication moving forward," Burke remarked. "Understanding a broader landscape of input and data will be key to navigating this evolving media environment."

As the discussion wrapped up, Nati Katz, VP of Strategic Communications at Futurum, noted that Meta’s decision could spark a shift in how platforms approach communication. "The scrutiny on platforms like Meta could increase," Katz said. "Platforms may need to revisit their communication policies, focusing on dissemination rather than interactive communication to reduce risks and improve fact-checking."

In summary, communications professionals face a rapidly changing media landscape with Meta's decision to scale back its fact-checking efforts. While some experts view the change as an opportunity for other platforms to step in, many are concerned about the potential consequences for misinformation, brand safety, and the ethical responsibilities of communicators. As the digital communication environment evolves, professionals must remain vigilant, strategic, and ethical to navigate the complexities of a more crowded, less regulated online world.