Transparency versus complexity

Meta's latest move to introduce Community Notes a crowdsourcing approach to content moderation - has sparked a debate on whether it will make contextual advertising more effective or add to the noise.

- Geetika Srivastava

Community Notes could mean chaos for advertisers

IN INDIA, WHERE misinformation spreads rapidly across social media and messaging apps, relying on a crowdsourced model for fact-checking is a double-edged sword. Without an independent verification process, there's no guarantee that Community Notes will always improve content accuracy.

For brands, this creates a new challenge. A campaign could be flagged as misleading simply because of misinterpretation, regional language barriers, or conflicting opinions. Unlike independent fact-checking, which follows structured research methods, Community Notes could amplify subjective viewpoints instead of facts.

It has the potential to lead to chaos. The key challenge is to prevent the system from being gamed by groups looking to manipulate narratives.