Facebook product management director Rob Leathern and software engineer Bobbie Chang described in a Newsroom post how “bad actors”—such as those promoting diet pills, pornography or muscle-building scams—attempt to game the social network’s review processes.
Their techniques include directing Facebook reviewers to websites that are consistent with the social network’s community standards and advertising policies, but then bringing users to different pages that violate those guidelines and “create negative and disruptive experiences for people.”
Leathern and Chang said Facebook has removed “thousands” of offenders from its platform over the past few months, and any advertisers or pages that are caught cloaking will be banned, as well.
Facebook is using artificial intelligence in its anti-cloaking efforts, expanding efforts by human reviewers to identify, capture and verify incidents of cloaking and revising its policies.
Pages that are not engaging in these practices should see no impact in their referral traffic.