Meta’s New Hate Speech Rules and How Advertisers Can Protect Their Brands

Meta’s new hate speech rules and DIY-style community moderation mean the platforms you love (and, maybe love to hate) are heading toward fostering less safety, not more, for your social media investments and brand. 

With over $82 billion projected to be spent on social media advertising this year, and Meta being a key platform for marketers to invest their dollars (98% of its own revenue comes from advertising), brands need resources to ensure their investment, content, and communities are safe.  

With the latest changes, it’s up to you to take it into your own hands. How can you keep your spaces aligned with your brand values and identity while protecting your social ad spend and audience? Let’s break it down.

What’s Going On?

Meta’s new hate speech rules put the burden of moderation on brands (it’s always been there, but it’s even heavier now). We’re in full support of freedom of expression, but we also know that the best space for those conversations might not be your brand’s posts, campaigns or community. Since Meta’s dropped their efforts to fact-check, uphold policies protecting marginalized communities, and more, it’s all on marketers to keep comment sections clean.

Here’s why that’s a big deal:

1. Comments that promote abuse and hatred could take over your brand’s posts: Toxic stuff lingers, turning off your followers and threatening the value of your paid social investments. Over 40% of consumers associate toxic comments directly with brands and feel that brands are accountable for them. You may not have said the harmful thing, but your brand is now associated with it.
2. Misinformation overload: Spam comments will be spreading information that you don’t want associated with your brand and could flood your comment sections, detracting from valuable engagement and conversations that could be happening among your audience.
3. Your rep takes a hit: Letting this stuff slide makes your account seem messy and unsafe—and audiences notice.

How to Keep Your Comments in Check 

1. Set the rules

Posting clear community guidelines or a code of conduct is key. Think: “No hate, no spam, no nonsense.” Pin it so it’s the first thing people see when they visit your profile. You’d set these rules in any physical space. Your comment sections are no different. 

2. Moderate (either manually, or using tech)

Yep, it’s a big undertaking. If you don’t have a moderation solution, go through your comments regularly and be willing to delete the trash. It takes time, but it’s how you’ll protect your brand and audience. 

3. Get help from reliable technology 

Third-party moderation tools exist and here’s our shameless plug: we’re the best one. We’re an approved technology for Meta and you won’t have to rely on their platform settings to get what you need. We discreetly moderate toxic, brand-damaging, and spam comments in milliseconds so you don’t have to do it manually, and you don’t have to worry about those lingering comments tanking your ROAS or turning into PR nightmares.

4. Shine a light on the good

When someone leaves a valuable comment— thoughtful, funny, helpful—highlight it. Engaging with good vibes sets the tone for your community.

5. Watch for emerging topics and trends in your comments

Pay attention to what’s trending in your comments. If topics of abuse and hatred spike, adjust your strategy and respond fast. (Psst: we help with that so you don’t have to manually figure it out). 

Why This Matters

Moderation isn’t about stifling expression, it’s about creating safety so it can occur, and it protects your social media investments. It’s how you:

• Build a loyal community
• Keep your reputation intact
• Encourage conversations that are relevant and matter for the brand and community you’re cultivating
• Impact ROI

Step Up Now

Meta’s new rules might feel like chaos, but it’s your chance to stand out. Take control of your comment sections, set the tone, and show your followers you’ve got their back. Ready to take action? We’ve got you.