The decision announced by Meta to end its fact-checking program in the United States is not just an internal matter of the big tech company with limited effects on its home country – its reverberation directly affects 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 image and credibility, aiming to maintain a reliable 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 Attorney General’s Office (AGU) notified the company extrajudicially, demanding explanations on how it will ensure compliance with Brazilian laws and regulations against defamation, discrimination, misinformation, and hate speech after the fact-checking program’s end.
In response, Meta stated that the announced changes will initially be limited to the US and reaffirmed its commitment to removing violent or disinformative content with clear risks. However, the AGU expressed “serious concern” over the changes, which may facilitate legal violations, as well as create room for misinformation and prejudice, leading to the calling of a public hearing to discuss the issue.
With or without fact-checking practices, the truth is that fake news has been spreading rapidly and in large volumes among our population for some time. Almost 90% of Brazilians have already come into contact with false content and 51% admit to having believed in them. This is revealed in a survey by Instituto Locomotiva. Brazil is one of the most significant markets for Meta. To put it into perspective, WhatsApp is the most used network in the country, with 147 million users, according to Digital Brazil 2024, a report developed by DataReportal. Following 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 brands present on these platforms. The absence of fact-checking can increase the risk of attacks and the spread of misinformation related to companies.
But how to avoid this movement?
O continuous monitoring is the first line of defense for companies. This includes tracking brand mentions, comments on publications, and even user-generated content that may harm their image. Artificial intelligence tools play a key role in this process, as well as the expertise of specialized professionals, as they allow for the quick identification and reaction to potential threats. Speed is necessary: fake news are 70 times more likely to go viral than true information, as already pointed out by a study conducted by researchers at the Massachusetts Institute of Technology, which means the problem requires an immediate response from brands.
It is necessary to invest in teams that can intensify these efforts, combining technology, analytical capacity, and human sensitivity to enhance the effectiveness of responses to crises and potential issues.
Another essential point is transparent communication. Companies must ensure that all information shared on their platforms complies with laws such as the General Data Protection Law (LGPD) and regulations against slander and defamation. Clear, truthful messages supported by concrete actions reinforce public trust and demonstrate the brand’s commitment to ethics.
Respect for good compliance practices is equally important. This includes rigorously curating the content published on their channels, prioritizing relevant and accurate information.
Excessive reliance on a single platform can expose brands to unnecessary risks. Therefore, diversifying digital presence is a crucial strategy. Platforms like LinkedIn, TikTok, and YouTube offer valuable alternatives to Meta to reach different audiences and minimize the impact of changes in a single company’s policies. It is not about abandoning important territories for connecting with the audience, such as Instagram, but about spreading your presence.
Each channel should be strategically explored. While LinkedIn is ideal for strengthening corporate and executive authority and credibility, TikTok can offer more dynamic and creative formats for engagement. On the other hand, YouTube is perfect for in-depth content with the potential for longer duration, keeping the audience engaged for longer.
Finally, prevention also involves internal education and a good crisis management structure. Companies must empower their teams to handle digital crises, train spokespeople, and establish clear protocols to respond to negative incidents on social media. This preparation helps mitigate damage and strengthens the organization’s ability to protect its reputation.
The new policies of Meta have the potential to change the evolution of social networks, requiring companies to take 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.
