Davos 2025: RSF Urges Advertisers to Hold Social Media Platforms Accountable for Disinformation and Anti-Journalism Rhetoric

In a landmark report that signals growing concern over the digital landscape, the World Economic Forum’s “Global Risks Report 2025” has identified disinformation as the most pressing short-term threat facing global society. Reporters Without Borders (RSF) has endorsed this assessment, pointing to the rampant spread of false information across social media platforms whose business models fundamentally rely on advertising revenue.

The organization highlights a troubling connection between the economics of social media and the proliferation of disinformation. As platforms optimize for engagement to attract advertising dollars, content that provokes strong emotional responses—including misleading or false information—often receives greater visibility and reach.

Meta, the parent company of Facebook, Instagram, and WhatsApp, commands a dominant position in this ecosystem. According to recent data from marketing intelligence firm WARC, Meta received a staggering 63 percent of all global social media advertising spending in 2024. This market concentration has translated into immense economic power, allowing the tech giant to exert unprecedented influence over how billions of people worldwide access, consume, and share information.

The economic might of Meta has positioned the company as a de facto gatekeeper of information for its massive user base, which spans approximately 3.7 billion people monthly across its various platforms. Critics argue this level of influence comes with significant responsibilities regarding content moderation and the promotion of reliable information sources.

However, RSF points to recent developments that suggest Meta may be moving in the opposite direction. On January 7, 2025, Meta founder and CEO Mark Zuckerberg announced what RSF characterizes as “new anti-journalism policies” that have further deteriorated the company’s commitment to quality information. While specific details of these policies weren’t elaborated on in RSF’s statement, the organization clearly views them as a regression in Meta’s approach to supporting reliable news sources.

This situation reflects broader tensions between social media platforms and traditional news organizations that have defined the digital media landscape for years. News publishers have long complained that platforms like Facebook and Instagram benefit from their content while simultaneously diminishing its visibility and reducing opportunities for monetization.

The concerns raised by RSF and the WEF report come at a time when many countries are grappling with how to regulate social media companies. The European Union’s Digital Services Act and Digital Markets Act represent some of the most ambitious attempts to create guardrails for these platforms, including provisions aimed at combating disinformation and ensuring transparency in content moderation.

Media experts note that the challenge of disinformation is particularly acute during high-stakes moments such as elections, public health emergencies, and geopolitical conflicts. In these contexts, the rapid spread of false information can have tangible consequences for democratic processes, public safety, and international stability.

For Meta, balancing its business interests with societal responsibilities presents ongoing challenges. The company has invested in fact-checking partnerships and content moderation systems, but critics argue these efforts remain insufficient given the scale of the platform and the sophistication of disinformation campaigns.

The designation of disinformation as the top short-term global threat by the WEF signals that this issue has moved from a niche concern to a central challenge for policymakers, businesses, and civil society. As debates continue about how to address this challenge, the spotlight on Meta’s policies underscores the critical role that major technology companies play in either mitigating or exacerbating the problem.