Facebook has increased its automated efforts to remove any likes on Facebook brand pages that may have been gained through fake accounts or the sale of like clicks.
"A Like that doesn't come from someone truly interested in connecting with a Page benefits no one, said Facebook.
"Real identity, for both users and brands on Facebook, is important to not only Facebook's mission of helping the world share, but also the need for people and customers to authentically connect to the Pages they care about. When a Page and fan connect on Facebook, we want to ensure that connection involves a real person interested in hearing from a specific Page and engaging with that brand's content."
Facebook estimates that less than 1% of likes on any brand page will be removed. The social network's new security systems aims to eliminate any Likes gained by malware, fake account or purchased likes.
"To be clear, we do not and have never permitted the purchase or sale of Facebook Likes as we only want people connecting to the Pages and brands with whom they have chosen to connect," said the company.
Facebook aims for the new effort to help sincere brand engagement and give advertisers a more accurate measurement of demographics and fan count.
The new security measures come after Facebook admitted in a 10-Q filing with SEC last month that out of its 955 million monthly active users approximately 83 million accounts are false.
"If we fail to retain existing users or add new users, or if our users decrease their level of engagement with Facebook, our revenue, financial results, and business may be significantly harmed" said Facebook in a statement
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