Programmatic Lunch

Facebook is clamping down on spammy advertisers and Pages

Tyrone Stewart

FacebookFacebook is taking a stand against scam artists who dupe people into clicking links that promise one thing but actually lead the user to pages involving things such as diet pills, pornography and muscle building scams.

In the past, Facebook has struggled to detect which of these links had violated its Community Standards and Advertising Policies due to a technique dubbed ‘cloaking’. Cloaking is the act of disguising the true destination of a post in order to trick Facebook’s review process.

An example of cloaking is when a Facebook reviewer clicks a link but is taken to a different web page compared to when someone using the app clicks the link.

To counteract these scammers, Facebook is using AI and has expanded its human review processes – enabling it to better observe differences in the type of content that people are being served. In addition, the social network has strengthened its policies and will ban advertisers or Pages found to be cloaking.

“We are always working to combat the spread of misinformation and the financially-motivated bad actors who create misleading experiences for people,” said Facebook. “We see cloaking as deliberate and deceptive, and will not tolerate it on Facebook. We will remove Pages that engage in cloaking.”

Facebook says it will also work with other companies in the industry to find ways to combat and punish the bad actors.