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Meta unveils new policy to fight fake reviews

Meta has unveiled a brand new group suggestions coverage within the U.S.

It targets faux critiques that seem on its Ratings and Review or Question and Answers options on Marketplace and Shops.

Why Meta created the coverage. Meta stated it needs critiques to be based mostly on actual buy experiences from actual prospects and “to keep irrelevant, fraudulent and offensive feedback of our platforms.”

The coverage. Meta has put collectively an inventory of 5 issues that would get critiques flagged:

  1. Manipulation. Community Feedback should not be used to misrepresent, deceive, defraud or exploit others for a monetary or private profit.
  2. Incentivization. Community Feedback should not be instantly or not directly incentivized, until in any other case disclosed compliant with Meta’s insurance policies on Branded Content. We outline incentivization as a enterprise companion or vendor offering one thing of worth, similar to a financial fee, free present, or refund, in trade for Community Feedback rankings, critiques, or solutions.
  3. Irrelevance. Community Feedback have to be based mostly on a reviewer’s direct expertise with a product, enterprise, or vendor. Additionally, the suggestions have to be associated to the supposed use of the product and/or enterprise.
  4. Graphic or Inappropriate Content. Community Feedback should not embody any content material or media that’s excessively graphic, inflammatory, violent, discriminatory, or threatening to any individual or group.
  5. Spam. Community Feedback should adjust to Meta’s insurance policies on Spam. Including, however not restricted to engagement bating, excessive frequency content material posting, sharing, or selling will not be allowed.

You can view the coverage here.

How Meta will implement the coverage. Meta stated it is going to use a mixture of automation and human reviewers. And based mostly on this passage from their announcement, it seems like we will all anticipate some false positives – and extra “Facebook jail” sentences – as Meta tries to determine this out. 

“When we launch a new policy, it can take time for the various parts of our enforcement mechanisms to learn how to correctly and consistently enforce the new standard. But as we gather new data, our machine learning models, automated technology and human reviewers will improve in their ability to ensure our Community Feedback tools—especially reviews—maintain their integrity, relevance and authenticity.”

Review sentiment shouldn’t affect critiques. “Our Community Feedback Policy is intended to provide equal voice for all viewpoints that comply with Meta policies, including the full range of positive, negative and neutral feedback. As such, we treat all positive and negative feedback equally. We do not subject negative feedback to greater scrutiny when reviewed for policy violations nor do we alter feedback in any way before publishing,” in accordance with Meta.

Fake Facebook critiques are an ongoing problem. It’s nonetheless cheap to get fake reviews, as one client group proved as not too long ago as October. 

And Meta has been gradual to take motion.

In April 2021, Facebook removed 16,000 groups dealing in faux and deceptive critiques, however solely after they had been recognized by the UK’s competitors regulator, the Competition and Markets Authority (CMA)

Facebook agreed to make modifications to its programs:

  • Suspend or ban customers who repeatedly create Facebook teams and Instagram profiles that promote, encourage or facilitate faux and deceptive critiques.
  • Introduce new automated processes to enhance the detection and elimination of faux and deceptive critiques.
  • Make it tougher for folks to make use of Facebook’s search instruments to seek out faux and deceptive overview teams and profiles on Facebook and Instagram.
  • Create devoted processes to make sure these modifications are working successfully.

In March, Meta introduced a lawsuit in opposition to one one who had offered a faux Facebook engagement service. 

Why we care. Fake reviews have lengthy been an ongoing problem on all platforms, not simply Meta. If you depend on, or have relied on faux critiques, tread fastidiously. Weigh your long-term success vs. some artificially inflated critiques. And even when all of your critiques are legit, be warned: Meta’s overview processes are closely flawed. 

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About The Author

Danny Goodwin is Managing Editor of Search Engine Land & SMX. In addition to writing every day about search engine marketing, PPC, and extra for Search Engine Land, Goodwin additionally manages Search Engine Land’s roster of subject-matter consultants. He additionally helps program our convention collection, SMX – Search Marketing Expo.

Prior to becoming a member of Search Engine Land, Goodwin was Executive Editor at Search Engine Journal, the place he led editorial initiatives for the model. He additionally was an editor at Search Engine Watch. He has spoken at many main search conferences and digital occasions, and has been sourced for his experience by a variety of publications and podcasts.

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