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BizReport : Law & Regulation : October 08, 2014

Facebook and the fight to keep the network authentic

Facebook is leveraging legal action and investment in anti-spam algorithms in an attempt to crack down on companies selling 'Likes' on the social network.

by Helen Leggatt

It is a tempting proposition for some businesses and professionals - buy thousands of 'Likes' on Facebook for a relatively small fee and instantly appear more popular than you really are.

However, Facebook is doing what it can to fight such fraudulent activities to make them less profitable.

"We have a strong incentive to aggressively get rid of fake 'Likes' because businesses and people who use our platform want real connections and results, not fakes," wrote Matt Jones, Facebook Site Integrity Engineer, in a recent blog post.

To keep the social network as authentic as possible, Facebook's 'abuse-fighting team' constantly strives to keep a combination of automated and manual systems in place to identify suspicious activity.

"We write rules and use machine learning to catch suspicious behavior that sticks out. When we catch fraudulent activity, we work to counter and prevent it, including blocking accounts and removing fake likes all at once," says Facebook. "As our tools have become more sophisticated, we've contributed some of our spam-fighting technology to the academic community as well, in hopes of helping other companies combat similar problems."

Almost $2 billion in legal judgements against spammers has already been obtained, claims Facebook, as a demonstration to spammers they are intent on taking their attempt to create an authentic environment all the way.

Image via Shutterstock

Tags: Facebook, fraud, social network, spam

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