The decision announced by Meta to end its fact-checking program in the United States is not just an internal matter for the big tech with limited effects to its home country — its ripple effect directly impacts companies worldwide, especially in Brazil, one of the most connected markets. For Brazilian brands, this means navigating a more risky digital environment, where reputation is at stake. How to protect your image and credibility to maintain a trustworthy and solid online presence?
It is important to analyze the Brazilian context. In light of the speech by its co-founder and CEO, Mark Zuckerberg, signaling a new direction for Instagram, WhatsApp, and Facebook, the Office of the Attorney General of Brazil (AGU) issued an extrajudicial notice to the company, demanding explanations on how it will ensure compliance with Brazilian laws and regulations against defamation, discrimination, misinformation, and hate speech after the end of the fact-checking program.
In response, Meta stated that the announced changes will initially be limited to the US, and reaffirmed its commitment to removing violent or misleading content and addressing clear risks. The AGU, however, expressed "serious concern" about the changes, which could facilitate legal violations, as well as open space for misinformation and prejudice, leading to the convening of a public hearing to discuss the issue.
With or without practicesfact checkingThe truth is that fake news has been spreading in large volume and at an accelerated pace among our population for some time. Almost 90% of Brazilians have come into contact with false content, and 51% admit to having believed in it. This is what a survey by the Locomotiva Institute reveals. Brazil is one of Meta's most important markets. To give perspective, WhatsApp is the most used network in the country, with 147 million users, according to Digital Brazil 2024, a report developed by DataReportal. Next are YouTube (144 million), Instagram (134.6 million), and Facebook (111.3 million). In this context, fake news not only affect society but can also directly impact the brands present on the platforms. The lack of verification can increase the risk of attacks and the spread of false information related to companies.
But how to avoid this movement?
Continuous monitoring is the first line of defense for companies. This includes tracking brand mentions, comments on posts, and even user-generated content that could harm your image. Artificial intelligence tools play a fundamental role in this process, as does the expertise of specialized professionals, since they allow for quick identification and response to potential threats. Speed is necessary: false news is 70 times more likely to go viral than true information, as pointed out by a study from researchers at the Massachusetts Institute of Technology, meaning the problem requires an immediate response from brands.
It is necessary to invest in teams that can intensify this work, combining technology, analytical capacity and human sensitivity to increase the effectiveness of responses to crises and potential problems.
Another essential point is transparent communication. Companies must ensure that all information disclosed on their networks complies with laws such as the General Data Protection Law (LGPD) and regulations against slander and defamation. Clear, truthful messages backed by concrete actions reinforce public trust and demonstrate the brand's commitment to ethics.
Respect for good compliance practices is equally important. This includes conducting a rigorous curation of the content published on your channels, prioritizing information that is relevant and accurate.
Over-reliance on a single platform can expose brands to unnecessary risks. Therefore, diversifying digital presence is a key strategy. Networks like LinkedIn, TikTok, and YouTube offer valuable alternatives to Meta to reach different audiences and minimize the impact of policy changes by a single company. Reinforcement, it's not about abandoning important connection territories with the audience like Instagram, but about dispersing your presence.
Each channel must be exploited strategically. While LinkedIn is ideal for strengthening corporate and executive authority and credibility, TikTok can offer more dynamic and creative formats for engagement. YouTube is perfect for in-depth content with greater potential duration, keeping the audience engaged for longer.
Finally, prevention also involves internal education and a good crisis management structure. Companies should train their teams to handle digital crises, coach spokespersons, and establish clear protocols to respond to negative incidents on social media. This preparation helps mitigate damages and strengthens the organization's ability to protect its reputation.
Meta's new policies have the potential to change the evolution of social networks, requiring companies to adopt a proactive and strategic stance. With intensive monitoring, transparent communication, digital diversification, and internal education, it is possible not only to protect credibility but also to position oneself as a reference in an increasingly challenging digital environment.
