Facebook Is Ramping Up on Artificial Intelligence to Stop Spammers From Cloaking Their Tracks

It's all about cleaning up News Feed

Thousands of cloaking offenders have been removed from Facebook's platform vgajic/iStock

The next target in Facebook’s efforts to keep its News Feed clean is cloaking.

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.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.