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On the ninth of January, 2024, Mark Zuckerberg announced Meta would suspend third-party fact-checking on Facebook and Instagram in the US, citing concerns over political bias and a need to restore trust. Replacing third-party fact-checking is a community notes system, echoing X’s model, where users collectively assess content credibility. Whilst seemingly a minor move relative to the apparent new US cultural status quo, this policy change marks a significant shift in how digital platforms shape, legitimise and regulate what content we see online. 

Meta’s algorithms, designed to maximise engagement and ad revenue, are continually questioned for their hidden influence on public opinion. Many are concerned that profit-oriented algorithms favouring emotionally charged content are distorting content visibility, manipulating geopolitical opinion, and fuelling harmful content creation – justifiably, according to 

Sarah Wynn-Williams’ whistleblowing memoir

 released last month. This, combined with the rising presence of bots, misinformation and deepfakes, intensifies the challenge for businesses to leverage social media platforms as a growth channel whilst maintaining brand safety. 

The implications of these changes can be seen through 4 lenses.

For brands and advertisers, these forces have combined to raise 2 key challenges:

Loosening content moderation policies increases the risk of ads appearing alongside harmful content. With impersonation on the rise, over 40% of advertisers expect brand safety to deteriorate 

 As Thinkbox CEO Lindsey Clay points out, Meta’s fragmented ad delivery makes controlling ad placement difficult, while no single advertiser has enough leverage to force Meta to improve safety measures. Marketers face a dilemma when choosing what types of content appear alongside ads: brand safety filters increase cost while lax brand suitability filters improve reach but risk brand reputation. This trade-off between brand protection and short-term performance metrics remains a strategic challenge. Brands may need to rethink how they mitigate risk while preserving marketing effectiveness, potentially needing to take a longer-term view on ROAS.

The overload of misinformation is driving emotional fatigue and mistrust, reducing users’ responsiveness to traditional advertising. Many now gravitate toward peer-led content or nano/micro-influencer communities as they seek more authentic engagement channels. As Story Collective CEO Josh von Scheiner explains, “There’s so much noise that consumers tune out the vast majority.” To stay relevant, brands must focus on nurturing trust and explore alternative strategies to drive truly intentional and meaningful consumer engagement.

Meta's changing moderation policies create an opportunity for brands to reconsider online trust and transparency.

Those prioritising authenticity can stand out by moving toward curated communities that cut through ad noise. Lush exemplifies this approach by leaving mainstream platforms to focus on ethical PR, owned media, and in-store experiences. We expect more brands to explore new channels to rebuild customer trust and foster deeper engagement. While Meta remains a powerful advertising channel, concerns about effectiveness and brand safety are increasingly well-founded. As Lindsey Clay puts it, “Marketers should choose effectiveness, not ease,” acknowledging that volume and reach alone do not guarantee a positive impact. 

In response, we expect winning brands to bolster their marketing efforts with tech-led safeguards and double down on alternative social channels to cultivate smaller, but more engaged communities.

Brands are investing in AI compliance tools to verify content against guidelines and detection systems like media watermarking or deepfake assessment to authenticate media. Many are also building out first-party data and owned-loyalty ecosystems to reduce dependence on Meta’s tracking capabilities. These strategies reflect a necessary shift toward technology-enhanced, transparency-led marketing where robust infrastructure is as crucial as creative content.

With Meta’s moderation changes likely to expand to the UK and Europe, brands should act pre-emptively: future-proof digital strategies, update playbooks, and invest in supporting technology to protect brand equity. This means acting on both immediate risks and longer-term shifts:

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

Meta has Rewritten the Rules: The Shifting Landscape for Social Content Governance for Brands and Consumers 

Day one of Shoptalk saw thousands of retailers gathering to shape the future of the industry and soak up insights from the biggest names in retail. 

The brands that truly stand out are solving a real pain point, delivering quality and reliability at great value. While this seems obvious, many brands struggle to deliver all three of these simultaneously.

Consumer advocacy is crucial to validate authenticity.

 over brand messaging. SharkNinja’s Mark Barrocas shared that over 90% of the brand’s December content was UGC—a testament to the power of consumer advocacy. Companies like 

 are helping brands harness UGC effectively.

Andrew Lipsman emphasised that brands need to expand their retail media strategies beyond the store itself to include off-site and in-store, where foot traffic rivals traditional TV audiences.

Among lots of discussions around the importance of building customer relationships, brand storytelling and experiential retail—there was little focus on 

. Given the current macro headwinds, brands need to balance innovation and measurable business impact. 

New AI-enabled tech is an enabler for efficiency, creativity and customer experience, as long as it is integrated thoughtfully. Kim Waldmann highlighted that AI should be seen as part of a holistic strategy rather than a standalone solution.

Day two brought a sharper focus on social listening, consumer advocacy, experimentation and authentic advocacy.

Social listening is now a must-have for engaging Gen Z. 

Engaging with Gen Z requires brands to be both:

Don’t underestimate the power of experimentation and customer testing in product development. 

The best brands adopt a test-and-learn approach and see how people will respond to a prototype, a great way of doing this is putting it on Indiegogo and let people “vote with their wallets.” A prime example of this is 

Your store associates are an untapped marketing force. 

Retailers are beginning to recognise the immense value in tapping into the knowledge of their frontline employees. Unlike shiny TV adverts with paid TV talent, employee-driven content feels authentic, builds trust and ultimately delivers better performance. 

Shoptalk 2025 ended with: focus, innovation and the future of in-store experiences. 

Staying in your lane can be a competitive advantage.

, shared how critical it has been to focus on product quality and consistency and having faith that customers will respond. In a highly competitive wellness market, AG1 has resisted the temptation to diversify too quickly—staying true to its vision and drive for quality which has certainly paid off. 

The ‘Great Summarisation’ is reshaping content strategy

Brands spend millions on content every year, from emails and direct messages to blogs and articles. As platforms like 

Google’s Search Generative Experience (SGE)

 change how users consume information, brands need to rethink their approach to content marketing. The key question discussed at Shoptalk was this: 

How much of the content brands invest in is actually being read by human eyes? 

Brands will need to adapt by prioritising concise, impactful and AI-optimised content strategies to ensure visibility. 

Store performance is back in the spotlight. 

Physical retail is making a comeback as normal shopping habits return, meaning brands are putting in more effort to create incredible store experiences to tempt a new generation of shopper into stores. 

We had the pleasure of meeting two early-stage technologies providing solutions in the space:

Our insights from Shoptalk Las Vegas 2025 show that retail’s future lies in a blend of connecting with the human customer, data-driven strategy and seamless omnichannel experiences. 

Interested in learning more? We’re always asking if there’s a better way — for businesses to grow, create change through technology, and achieve more meaningful success.

After a packed three days of meetings with leading retailers, brands, tech businesses—plus connecting with our US corporate partners, the True team are back from Shoptalk Las Vegas 2025.  

This year’s agenda focused on the four fundamental qualities today’s consumers expect: customer hospitality, value, inspiration and a strong reason for being. With Liam Buswell and Jamie Campbell representing True on the ground in Vegas, here are their insights from this year’s event. 

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Meta has Rewritten the Rules: The Shifting Landscape for Social Content Governance for Brands and Consumers

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Shoptalk Las Vegas 2025