Facebook Newsroom

News Feed FYI: Reducing Links to Low-Quality Web Page Experiences

By Jiun-Ren Lin and Shengbo Guo

We want to help people build an informed community on Facebook. That’s why we’re always working to understand which posts people consider misleading, sensational and spammy so we can show fewer of those and show more informative posts instead.

We hear from our community that they’re disappointed when they click on a link that leads to a web page containing little substantive content and that is covered in disruptive, shocking or malicious ads. People expect their experience after clicking on a post to be straightforward.

Starting today, we’re rolling out an update so people see fewer posts and ads in News Feed that link to these low-quality web page experiences. Similar to the work we’re already doing to stop misinformation, this update will help reduce the economic incentives of financially-motivated spammers.

A More Informative Experience

We have had a policy in place since last year to prevent advertisers with low-quality web page experiences from advertising on our platform. Now, we are increasing enforcement on ads and also taking into account organic posts in News Feed.

With this update, we reviewed hundreds of thousands of web pages linked to from Facebook to identify those that contain little substantive content and have a large number of disruptive, shocking or malicious ads. We then used artificial intelligence to understand whether new web pages shared on Facebook have similar characteristics. So if we determine a post might link to these types of low-quality web pages, it may show up lower in people’s feeds and may not be eligible to be an ad. This way people can see fewer misleading posts and more informative posts.

Will This Impact My Page or Ad Account?

These changes will roll out gradually over the coming months. Publishers that do not have the type of low-quality landing page experience referenced may see a small increase in traffic, while publishers who do should see a decline in traffic. This update is one of many signals we use to rank News Feed, so impact will vary by publisher, and Pages should continue posting stories their audiences will like.

For advertisers and publishers looking for tips on how to improve their web experiences, please read the full Facebook Business post and visit our Help Center.