Meta Officially Replaces Fact-checking with Community Notes System

Meta has begun testing Community Notes in the USA with approximately 200,000 contributors. The new system allows users to add notes to posts, which will only be displayed if people with different viewpoints evaluate them as useful. Unlike the previous system where flagged posts could lose reach, Community Notes won’t affect content distribution.

Importantly for marketers, advertisements currently won’t be subject to Community Notes. However, the feature will apply to most regular content, including posts from public figures and Meta itself. The system will initially operate in six languages used in the USA.

Risks of Community Notes

Meta presents Community Notes as a more transparent and less biased alternative to traditional fact-checking. Notes will only be published if users with varying opinions agree on their usefulness, which Meta hopes will prevent one-sided bias. However, this mechanism risks having information accuracy determined by compromise between different contributor groups rather than by experts.

This could lead to situations where facts aren’t recognized if different opinion groups can’t agree on them. Additionally, the system relies on anonymous volunteers, opening space for organized campaigns, manipulation, and influence over public opinion. Since the system depends on user contributions and requires agreement between different groups, it may take too long for explanations to appear for misleading content, allowing false information to spread widely in the meantime.

Source: Meta

Potential Impact on E-commerce

Unlike the previous system, Community Notes won’t limit content visibility but will only add context. This may prevent unjustified sanctions against brands.

For example, if an influencer on Facebook published a misleading claim like “New York’s drinking water is contaminated,” under the old system, Meta might label the post as false and reduce its reach. With Community Notes, the post would continue to spread without restrictions, but might have a note appear underneath: “According to official sources, New York City water meets safety standards. More information here: [link].” Meta claims the new system will reduce bias, but its success will depend on contributor quality and dispute resolution methods. Companies should watch whether the system becomes a tool for spreading misleading notes about their products or services.

What Should Companies Do?

• Monitor developments: Track how Community Notes performs and whether it presents risks for brands.
• Prepare for possible expansion: If the system begins to apply to advertisements or other countries, strategies will be needed to handle potentially inaccurate notes.
• Get involved in the system: Consider participating in the program to better understand the content evaluation mechanism and potentially influence discussion in your industry.

Community Notes currently don’t represent a fundamental change for European e-commerce, but vigilance is necessary in case Meta begins to develop and expand the system.