Facebook has stepped up its fight against fake news—and this time around, the company says its placing an embargo on such companies from buying its ads. According to TechCrunch, such companies or websites will no longer be able to promote disputed links through Facebook ads.
Earlier this month, the social media giant announced that it was updating its machine learning technique. Facebook announced that it will send more potential fake news articles to fact checkers, and subsequently post the outcome of their findings below the original post.
Facebook said back then that it had already began testing the updated AI fact checking feature—and the feature was being launched in United States, France, the Netherlands and Germany.
On the heels of that announcement, the company is now placing fake news websites from promoting disputed links through its ads. Pages that often share fake stories will no longer be able to buy Facebook ads—and this of course, will have nothing to do with whether or not the ad includes a disputed link.
“We want people to stay informed on friends, family, and topics they care about on Facebook, and false news damages trust,” said Rob Leathern, product manager at Facebook, per Mashable. “This is mostly about removing incentivizes for the creation of false news.”
For now, there are no specifics on the actual numbers of disputed links a Page can share before it is adjudged to have violated the company’s new policy on ads; but obviously no site gets banned for a single violation. A repeated patter, according to Leathern, could trigger the ban. “Obviously, it’s not a single instance. It’s a repeated pattern of misinformation.”
Reprieve will however, come the way of any Page that desists from spreading and sharing fake news as bans will be lifted after a while by the social media giant.
Last December, Facebook teamed up with Snopes, FactCheck.org, Politifact and ABC News to fight fake news. The goal is to make fake news less visible to people. By appending warnings from fact checkers to fake news feed, spammers and those who benefit from reporting hoaxes will no longer enjoy a free reign on the platform.
Facebook’s objective is quite clear—it wants to deal specifically with clear hoaxes; those articles shared intentionally to make money, but are also hoaxes. Ultimately, it’s not every story that will be affected as the company seeks to identify those that are posted by spammers.
If all four partners confirm a story as fake, Facebook will be informed through a special reporting website built exclusively for them by the social media behemoth. This will be swiftly followed by showing of those links in the lower News Feed. The social media giant will also attach a warning label noting “Disputed by [one or more of the fact checkers]” with a link to the debunking post on News Feed stories as well as in the status composer, especially when a user is about to share the controversial link. Furthermore, Facebook will also prevent such stories from being turned into ads.