Meta's decision to scrap fact-checking on Facebook and Instagram is set to reshape the digital landscape, with major implications for Australian organisations.
From combating misinformation during an election year to navigating the risks of user-driven Community Notes, this article explores how businesses, government, and rural industries can adapt.
Discover practical strategies to build trust, manage misinformation, and stay ahead in a rapidly evolving online environment.
Need expert advice? Contact Seftons’ Digital team today.
08 January 2025
Insight from: Madi Arnold
This morning, we woke to a seismic shift in the social media landscape: Meta, the parent company of Facebook and Instagram, announced it is scrapping its third-party fact-checking program. The move, billed by CEO Mark Zuckerberg as a step toward promoting free expression and reducing censorship, will replace verified fact-checking with a user-driven system called Community Notes, a model first pioneered by X (formerly Twitter).
This decision comes at a time when digital platforms wield immense influence over public discourse, making it more critical than ever to scrutinise the implications of such a change. What does this mean for Australians, particularly with an election looming, and how should businesses, government, and the public prepare for what comes next?
The Announcement: What We Know
Meta’s third-party fact-checking program was designed to combat misinformation by tagging or flagging false information with the support of independent fact-checking organisations. The sudden end of this program signals a fundamental change in how Meta approaches misinformation.
Instead of relying on external experts, the new Community Notes model will allow users to add context and corrections to posts. This system, similar to the approach introduced by X, shifts responsibility for accuracy from the platform to its user base.
Zuckerberg has justified the decision as a response to criticism of overreach and “censorship,” but the timing raises questions, particularly in the lead-up to key political events globally, such as Trump taking office in the US and the upcoming Australian federal election.
Lessons from X: Has Community Notes Worked?
When X introduced Community Notes, the goal was to crowdsource fact-checking, empowering users to add context to posts flagged as misleading or incomplete. In theory, this decentralises power and ensures diverse perspectives, but in practice, the results have been mixed:
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Notable Successes: Some high-profile misinformation has been flagged and clarified effectively. For example, false claims about natural disasters and public health have been debunked with concise, user-added notes - such as a viral false claim about COVID-19 vaccines being quickly discredited.
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Critical Failures: The system often fails when misinformation is too niche, contentious, divisive or complex for the average user to unpack. Rogue conspiracy theories around weather manipulation went unchallenged on X due to their complexity, while some users weaponised Community Notes to add misleading “corrections” to legitimate posts.
For Meta, which operates on a significantly larger scale and with even greater global influence, these challenges are likely to be magnified.
What Meta’s Decision Means for Australia
Meta’s decision to end its fact-checking program could have significant repercussions for Australia, where the digital landscape already faces challenges with misinformation, division, and political polarisation.
With a federal election looming, this shift feels especially precarious, as social media platforms like Facebook and Instagram play a pivotal role in how Australians consume news and engage with political discourse.
Research shows that 20% of Australians cite social media as their primary source of news, a figure that rises sharply to almost 50% among younger demographics. As centralised fact-checking disappears, the potential for viral misinformation grows exponentially. This could undermine public trust in democratic processes, particularly in marginal electorates where misinformation campaigns have the power to swing votes.
This year’s viral Australian Lamb ad humorously portrayed online comment sections as dumpster fires, but the satire hits uncomfortably close to home and is eerily timely. Digital platforms, once heralded as tools for connection, often amplify division. Imagine a future where every comment section - from political debates to public health discussions - becomes a battleground of unverified claims. For Australians navigating a fragmented media landscape, finding reliable information could become an even greater challenge.
Meta’s move to prioritise free political content over verified accuracy could be seen as a double-edged sword. While some may celebrate the emphasis on free expression, others will likely view this as an erosion of accountability. In a world already grappling with growing polarisation, this change risks pouring petrol on the fire of division, making it harder than ever for Australians to find common ground.
Implications for You: The Risks
Meta’s decision shifts the digital communications landscape, introducing unique risks and opportunities for Seftons’ clients.
Misinformation at Scale: Without the guardrails of third-party fact-checking, misinformation is likely to spread more rapidly and widely. For example, false claims about government policies, agricultural practices, or public health campaigns could gain traction, creating confusion and undermining trust. In sectors like rural health or agribusiness, where accurate information is critical, this can have tangible consequences for public behaviour and decision-making.
Weaponised Disinformation: Community Notes can be weaponised by bad actors to inject misleading or manipulative “context” under the guise of correcting posts. For example, an agribusiness promoting sustainable practices could find its content undermined by deliberately misleading “corrections” that distort scientific facts. Additionally, niche or technical issues - common in sectors like agriculture or rural policy - may lack the critical mass of informed users needed to address misinformation effectively. This creates confusion rather than clarity and risks eroding trust in legitimate organisations.
Erosion of Trust in Institutions: As misinformation becomes more prevalent, public scepticism toward all information sources - credible or otherwise - could increase. This general distrust can spill over to organisations that rely on social media for communication, making it harder for clients to maintain authority and authenticity in their messaging.
Amplified Division: Social media platforms already have a tendency to polarise debates, and this shift could exacerbate that trend. Without clear fact-checking, echo chambers may deepen, and contentious issues could spiral into public conflicts. For clients aiming to serve diverse and sometimes opposing communities, this makes cohesive communication significantly more challenging.
Credibility Wars: The lack of an authoritative moderation process could lead to battles over “truth” in the comment sections and beyond. For organisations, the burden of proving credibility repeatedly to different audiences can drain resources and damage reputations if not managed effectively.
Recommendations: What You Can Do To Get Ahead Of These Changes
To navigate the challenges of Meta’s new approach, businesses must take proactive steps to safeguard their reputation, build trust, and maintain credibility in a fragmented digital landscape.
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Double Down on Owned Channels
Build a robust ecosystem of owned media (including websites, newsletters, and blogs) to bolster your social media presence and serve as a hub to provide more detailed factual information.
Consider incorporating other digital channels to your marcomms mix, such as Google Ads or Display advertising, to drive traffic to your website.
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Leverage Traditional Media
Partner with credible journalists and news outlets to amplify accurate information. Traditional media, though declining, still holds sway in rural and regional Australia.
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Invest in Social Media Monitoring and Response
Community Notes introduces a new dimension to social media monitoring and response. While the concept of crowd-sourced moderation can offer benefits, it also brings unique risks that organisations must be prepared to address. A robust monitoring and response strategy will help Seftons’ clients stay ahead of misinformation and protect their reputations. This includes:
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Pre-preparing messaging for common scenarios and training teams to respond swiftly and professionally will be key to maintaining credibility
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Incorporating human faces and stories into responses—such as videos from staff or testimonials—can counteract false claims with authenticity and relatability
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Proactively educating audiences and transparently addressing complex topics can help mitigate misinformation before it gains traction.
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Educate and Empower Audiences
If appropriate for your organisation, get on the front foot by launching media literacy campaigns to help communities critically assess information online. For example, a rural health provider could run workshops or webinars on spotting fake health claims.
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Build Connection
Incorporating human faces into your organisation's social media content can significantly enhance trust and engagement among your audience. Research indicates that our brains are inherently drawn to human faces, fostering a sense of connection and authenticity. Featuring real individuals - whether employees, customers, or community members - in your posts humanises your brand, making it more relatable and trustworthy.
In Conclusion
Meta’s decision marks a significant shift in the social media landscape, one that will impact organisations across Australia, particularly those operating in rural and regional communities.
The challenges posed by misinformation, division, and diminished trust demand a proactive response. By focusing on owned media, amplifying human connections, and educating audiences, organisations can turn this disruption into an opportunity to lead with authenticity and resilience.
Navigating this new reality requires not just strategy, but precision and expertise. Seftons’ Digital team is here to help. Whether you need guidance on managing misinformation, refining your social media strategy, or enhancing audience trust, contact us today for tailored advice to ensure your communications remain credible, impactful, and trusted in an ever-changing digital world.
