Meta's new ad terms may let it crawl your website for AI training
If you advertise on Facebook, Instagram, WhatsApp or Messenger, the terms taking effect October 30 may let Meta read your site and use it for AI.
What happened
Meta has updated its commercial terms, and The Verge reports that they appear to let the company crawl websites "associated" with businesses that use its platforms. Crawling means automated software that visits web pages and copies what's on them. The terms go into effect on October 30th.
The report says the terms let Meta use that outside content to "develop, improve, research," and "train" its AI products. They apply to business accounts that promote their content across Facebook, Instagram, WhatsApp and Messenger.
Meta disagrees with the worry. The Verge reports that spokesperson Daniel Roberts says the company is "consolidating" its commercial and self-serve ad terms. It also quotes him saying there is "no change to how Meta uses web crawlers."
Why it matters
Most websites have a small file called robots.txt, which tells crawlers which pages they should stay away from. According to The Verge, legal experts told Nieman Lab the new wording could let Meta "argue its commercial terms supersede other blocking instructions," like that file. Roberts says site owners can still use robots.txt to state their preferences.
There is also a catch for anyone who says no. The Verge notes that the terms say businesses that don't agree "may stop all access or use of our Products for business or commercial purposes." In practice, if you rely on Meta ads, declining may not feel like a real option.
Meta's Andy Stone has pushed back too. The Verge writes that Stone, Meta's vice president of communications, said in a post on X that the update is meant to pull accurate information about products for sale on third-party websites for ad and content recommendations, not to scrape news sites.
What it means for your business
- Online shops and retailers: Information about products for sale is what Stone said in his post on X the update is aimed at, as The Verge reports. The terms as quoted there also mention uses like training, so it's worth knowing both sides.
- Restaurants and local service businesses: The Verge quotes the terms as saying Meta may use "any content" from domains tied to your products or services. It's a good idea to make sure what's public on your site is current and something you're comfortable sharing.
- News publishers: According to The Verge, legal experts quoted by Nieman Lab say the terms could potentially let Meta bypass a licensing agreement. If you have licensing deals or blocking rules, ask your lawyer or web team how they interact with these terms.
One thing to try this week
Type your website address followed by /robots.txt into a browser and see what it says. If it's empty or you can't tell what it means, send it to whoever built or hosts your site and ask one question: "Does this block AI crawlers, and do we want it to?" Then you can read Meta's terms with your answer in hand before October 30.