Reviewing content at scale had become a challenge for social media firms, and really for any business that worked to keep its public image truthful and accurate. Between public outcry and seemingly unending media investigations, government regulators were becoming increasingly concerned and putting pressure on regulators to evaluate content and privacy issues in social media.
During congressional testimony in 2018, Facebook founder Mark Zuckerberg promised product changes, more content reviewers, and closer relationships with local actors to better identify "bad" use. That pledge left some asking if it was even possible for Facebook to ensure that the tools it had built were used for "good," as the social media giant's mission statement vowed. While transparency around how Facebook's community standards were applied increased, so too had the attention around whether it remained a tech and advertising company or had moved into the realm of a media agency.