By Baraa Hamodi, Engineer, Zahir Bokhari, Engineer, and Yun Zhang, Engineer

As part of our ongoing efforts to fight clickbait and improve the integrity of information on Facebook, we are announcing today two updates that will limit the spread of stories in News Feed that feature either fake video play buttons embedded in their imagery or videos of only a static image.

People want to see accurate information on Facebook, and so do we. When people click on an image in their News Feed featuring a play button, they expect a video to start playing. Spammers often use fake play buttons to trick people into clicking links to low quality websites.

Similarly, these deceptive spammers also use static images disguised as videos to trick people into clicking on a low quality experience. To limit this, during the coming weeks we will begin demoting stories that feature fake video play buttons and static images disguised as videos in News Feed.

Authentic communication is one of our core News Feed values, and we know our community values it.

How Will This Impact My Page?

Publishers that rely on these intentionally deceptive practices should expect the distribution of those clickbait stories to markedly decrease. Most Pages won’t see significant changes to their distribution in News Feed. But, as always, publishers should refer to our publishing best practices.