Why Meta is paying for controversial content – and what that means for the posts you see
Paying for engaging content is not the same as intending to fund extremism, but it creates a risk that harmful content will benefit.
In recent months, news outlets have uncovered instances where Facebook has financially supported controversial content. ABC News Verify discovered that Facebook had monetized accounts associated with white nationalist, neo-Nazi, or anti-vaccine ideologies on Australian platforms. While Meta declined to disclose specific details or earnings, they stated that creators violating their policies would have their earnings disabled, potentially leading to account removal after repeated infractions.
Payment differs from allowing contentious speech, as it establishes a commercial partnership between the platform and content creators, incentivizing the production of high-performing content. Meta's new content monetization program, launched in 2024, combines various previous monetization features and allows eligible creators to earn money from various types of content, including videos, stories, photos, and text posts.
The program is invitation-only, and creators can express interest in joining. Payments are performance-based, with creators earning more based on engagement. In 2025, Facebook paid creators nearly US$3 billion, emphasizing "qualified views," longer watch time, and deeper engagement. While content can be permitted on the platform without being recommended or monetized, the risk exists that separate systems for ranking, recommendations, payment, and enforcement may not operate consistently, leading to harmful content benefiting financially.
Written by urgent.news from The Conversation AU's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
Also reported by 1 other outlet
- Why Meta is paying for controversial content - and what that means for the posts you see economictimes.indiatimes.com
