Advertisers’ concerned over Meta's ‘free speech’ overhaul, Zuckerberg's attempts to cosy up to Trump

Mark Zuckerberg’s recent overhaul of Meta’s content moderation policies has left advertisers uneasy, fearing an uptick in harmful content and misinformation on the platform. By scrapping its fact-checking programme and relaxing hate speech rules, Meta risks losing the trust of brands, which generate the majority of its $135 billion annual revenue. Advertisers are concerned their promotions might end up next to toxic material, creating a potential minefield for the platform’s reputation.

Advertising executives have already voiced apprehensions, with some calling the changes a “commercial conundrum.” As per a report by the Financial Times, brands are likely reassessing their plans. Meta’s transition to a “community notes” system — allowing users to flag misinformation — has only fuelled scepticism, with critics arguing it’s less reliable and slower than professional fact-checking.

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Cosying up to Trump and Musk

Zuckerberg’s move coincides with a noticeable shift towards **aligning Meta with Trump’s administration** and Elon Musk’s ideology. The company has replaced its global policy head with Republican ally Joel Kaplan and added UFC president and Trump confidant Dana White to its board. These decisions, coupled with the dismantling of Meta’s diversity initiatives, suggest a marked ideological pivot.

Appearing on a podcast recently, Zuckerberg criticised corporate culture, advocating for “masculine energy” and celebrating aggression. This cultural repositioning has left some advertisers nervous, while others remain cautiously optimistic, hoping performance metrics won’t be affected. Nicola Mendelsohn, Meta’s global business head, reassured brands that safety tools would remain intact and emphasised a gradual rollout of changes to allow advertisers to adjust.

Advertisers walk the tightrope

The advertising industry’s reaction is split. Some executives believe the looser content policies could **undermine Meta’s** long-standing reputation as a relatively safe space for marketing. Others argue that brands will prioritise performance over policy shifts, as long as ad revenues hold steady. Richard Exon of Joint warned that if the changes erode content quality, advertisers will quickly penalise Meta.

Adding to concerns, Meta plans to reduce its automated filtering of content on sensitive topics like immigration and gender, focusing only on high-severity violations. Zuckerberg acknowledged the changes would mean the platform catches “less bad stuff,” a sentiment that has advertisers on edge about the potential fallout.

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Strategic realignment amid pressure

Industry observers suggest that Zuckerberg’s free speech push is as much about business as it is about ideology. With Meta pouring billions into artificial intelligence and facing an antitrust trial in April, aligning with Trump and other influential figures could be a calculated move to shield the company from regulatory threats.

Some former Meta employees see this as part of a broader trend, noting Zuckerberg’s history of pivoting policies in response to political winds. Katie Harbath, a former policy director at Meta, said the company’s shifts often reflect the societal and regulatory climate. Meanwhile, Trump himself lauded Meta’s recent direction, suggesting the company has “come a long way” since his earlier criticisms.

As Meta steps into this new era, it faces a precarious balancing act: retaining advertisers, appeasing political allies, and staying competitive in the ever-evolving tech landscape. For now, the eyes of the advertising world remain firmly fixed on Zuckerberg’s next moves.