To avoid being targeted by its beefed-up automated efforts to purge false likes from its system, Facebook recommended that page owners vet any business that offers marketing services to build their Facebook presence, to make sure that these companies are using practices that don't violate Facebook's rules for using the system.

Some members, though, weren't sold on Facebook's efforts to clean up its likes act. "Facebook knows about this issue for some time but still dismiss [sic] it as a minor issue, while still taking money from campaigns," writes .

Money spent on such campaigns is often squandered, a revealed in July. The British broadcaster concluded that companies are wasting large sums of money on advertising to gain "likes" from Facebook members who have no real interest in their products.

At that time, Facebook said that it did not see any evidence of a "wave of likes" coming from fake users or "obsessive clickers."