Facebook has taken a number of steps in recent months to better protect its platform – and by proxy, its users – against misinformation. That fight continues today as the social network is rolling out an update that’ll lower the odds of low-quality links surfacing in the News Feed.
In a post outlining the change, Facebook said some users are disappointed when they click a link leading to a site with more disruptive, shocking or malicious ads than substantive content.
In preparing for the update, Facebook said it reviewed hundreds of thousands of links to identify sites that fall into the sketchy category. Artificial intelligence is then used to determine if new links shared feature similar characteristics. If they do, Facebook says they may show up lower in a person’s feed and might not be eligible to serve as an advertisement.
Speaking of, the social networking giant already has a policy in place that prevents advertisers with low-quality websites from advertising on their platform. Now, they’re taking into account organic posts on the News Feed.
Facebook said publishers putting out quality content may experience a small increase in traffic while those with questionable sites may see the opposite. The impact, however, will vary by publisher, we’re told.
Facebook notes that the changes will be rolled out gradually over the coming months.