Ad-blockers and FB Purity or Social Fixer are pretty much “de rigueur” these days if you want any sort of a sane experience on Facebook. Sadly, those conveniences don’t exist for the mobile platform. And since I pretty much use my phone for everything for the most part, I’m assailed with a news feed that is about 10% things I want to see from my friends, family, and groups I like, and the rest is ads (mostly scams), promoted posts (mostly clickbait), and groups that I have no interest in (Facebook’s insane, desperate bid for more engagement – meaning more clicks and eyeballs on advertisements.)

I’ve had one or two good experiences buying things from FB ads, but I’ve been badly stung by Chinese scammers, and so I’ve sworn those transactions off. Facebook does an abominable job vetting their advertisers, and they’ll take money from anyone who has two coppers to rub togrther. Combine that with the facts that far too many Chinese businesses have all the ethics of a starving honey badger and the CCP encourages businesses to take advantage of America, and Facebook’s advertising landscape becomes worse than the lawless Old West.

But leaving the outright criminal scams aside, far too many of Facebook’s promoted posts are designed to serve up as many advertisements as possible. Look at a few examples that I’ve scraped off of Facebook just in the last two days:

Notice first of all that the entity making the post is simply linking to another website, usually one dedicated to serving advertisements and scraping information from visitors. If there’s no direct relationship between the poster and the link site, then these entities are simply functioning as affiliate marketers.

Make no mistake, some of these websites provide some interesting information and visiting them can be very entertaining, but if you do happen to click through to these websites out of curiosity, you will find one or two things that make your experience there a lot less than fun, if you’re trying to find out the story behind the ad.

Many of these sites are broken up into 50 or 60 different sub-page, so that every time you click on “next” you get a whole new crop of ads to look at. The ones that aren’t like this will have you scrolling and scrolling and scrolling until the heat death of the universe, with an advertisement inbetween each factoid. And most annoyingly, many of these lists don’t even contain anything about the image or story that got you to click in the first place, or else the hook is much less intriguing than they make it out to be.

Clickbait has been with us for a couple of decades at least. The term was coined in December 2006 by Jay Geiger in a blog post, and refers to treating internet users as prey, lured into clicking nonsensical content for the purpose of getting eyeballs on advertisements. Sadly, Facebook is one of the largest disseminators of clickbait, and recently they have taken to displaying more and more TikTok reels which, instead of being informative or entertaining, are simply more advertising.

So some might ask, in the voice of Tevye, “If it’s so annoying, why do you stay on Facebook?” Well, I stay because Facebook is my Internet home, where many of my family and friends from all over the world are found, and it’s the most convenient way of keeping in touch with them until something better comes along. Like Anatevka, it’s not much… but it’s better than nothing. That said, if there ever happens to be a better platform that doesn’t treat its user base as product to be sold, I’ll be “off like a jug handle.”

The Old Wolf has spoken.