Meta shutdowns: The Risks of Relying on One Platform
Have you heard about small businesses having their Facebook and Instagram accounts instantly shut down, in some cases severely impacting their business? Here’s a look into what can happen and how you can help to protect your business from the impact of something similar.
Many small businesses rely on their Meta accounts (which include Facebook and Instagram) to reach customers and potential customers online. Social media can be an efficient way to promote your business, build community and take orders or bookings, and it’s even more attractive because it’s free to get started. But when things go wrong, an account shutdown can have a devastating impact on your business.
Here are some things to know about this situation – and what you can do to help protect your business from the impact of a sudden social media account shutdown.
Meta account shutdowns on the rise
In some recent cases, Meta has allegedly shut down Facebook or Instagram pages set up by small businesses without warning, citing that the account is in breach of its standards relating to inappropriate content. Channel 9’s A Current Affair reports around 10 million accounts have been disabled since the start of 2025. Businesses in the beauty, fitness or photography industries are reportedly represented in businesses impacted by these shutdowns.
While posting abusive or inappropriate content are very valid reasons to shut down an account, many impacted businesses have contested that they haven’t actually broken any rules, and followed the platform guides and support.
How social media bans can pose risks to your business
For many small businesses, Instagram and Facebook are among the main channels they use to keep in touch with clients and sell their products and services, so the impact of a sudden and arbitrary shut down can pose a huge risk to running the business. This is particularly the case when a business relies entirely on its social media presence for promotion or sales. The financial impact can be sudden, with no ability to take bookings or contact clients. The business can also face damage to their reputation from having their Meta accounts shut down.
How to prevent these risks to your business
It’s important to keep in mind that Meta accounts, along with other third party platforms you use for business, can be shut down without notice for a range of reasons outside of your control. While many businesses believe their business accounts are completely their asset, the platform and permissions are still owned by Meta while the content is owned by the business. If Meta believes that a business has violated their terms of service or community guidelines, they may flag or delete accounts.
While you can’t control a shut down happening, you can have plans and supports in place to make sure that if something was to happen, your business isn’t solely relying on those accounts to operate.
In the Queensland Government’s ‘Ask a mentor’ article, the Mentoring for Growth (M4G) Mentors offer the following advice:
“Understand social media is one part of the puzzle and ensure you move those followers to conversions in the way of sales and building your email list.” Shannon Stone M4G since 2021
“Email is your number 1 tool. You should be collecting emails and phone numbers and regularly engaging with people.” Irena Bukhshtaber—M4G mentor since 2020
What can you do to protect your business against Meta shutdowns
- Build your online presence through your own website. This way, you can direct customers to a platform where you can control the content. Read the Business Queensland guide to Build and manage your website.
- Work on growing and maintaining your email marketing list. Electronic direct mail and direct marketing allow you to get in touch with customers directly rather than relying on social media platforms.
- Don’t rely solely on third party platforms like Facebook, Instagram or TikTok for your marketing. Use these as part of your sales and marketing strategy but make sure you also have a range of other options in place.
What to do if your Facebook or Instagram account gets shut down
If your business account on Facebook or Instagram gets suspended, here are some steps you can take:
- Follow the Meta appeal and review process for the account which has been suspended. Meta has indicated they are committed to restoring accounts for those who are doing the right thing. If you don’t follow their appeals process it is likely your only next step to get the decision reversed is to file legal proceedings in the country in which they are incorporated (usually the USA). Small businesses have reported that persistence is the key: there are no phone numbers to call to speak with someone at Meta. Their processes are online through their website or if you have a verified account you may have access to a support chat function in the app. Methodically work your way through the autonomous channels and if you do speak to a Meta staff member be polite and make the most of that opportunity. Those successful in getting accounts re-activated suggest trying everything you can reasonably do to resolve the issue at that point. It may take considerable time to speak to someone again.
- Get in touch with your customers. If you have a strong mailing list, it’s easy to get in touch with your customers to let them know about the shutdown and how they can continue to access your products and services. For example, you might need to let your customers know you can’t take Instagram bookings but they can email you or use your online calendar.
- Contact IDCARE’s Small Business Cyber Resilience Service. You can contact the Australian Government funded Small Business Cyber Resilience Service on 1800 595 170 or submit a request through IDCARE’s online form. They can help you with the next steps to take and guide you on how to protect your business from this kind of situation in the future.
- Turn to the Mentoring for Growth program for support. Read the Ask a mentor – digital marketing and social media article for tips and insights. Watch their digital marketing and social media webinar, where M4G mentors provide information, tips and resources to help you understand the fundamentals of digital marketing and social media.
The Queensland Small Business Commissioner acknowledges the content used with permission of the Small Business Development Corporation of Western Australia form their article: https://www.smallbusiness.wa.gov.au/blog/meta-shutdowns-what-small-businesses-need-know
To discuss your situation, and get connected with people that can help, reach out to our Assistance team.
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