Facebook has announced stepping up efforts to keep its brand Pages free from 'fake' Likes. The social networking company believes the move will benefit the legitimate users and Page owners. While updating its integrity system, Facebook says new security measures will automatically detect and delete Likes received by malware, hacked accounts or purchased in bulk as well as those who have been deemed as deceived users.

“These improvements to our site integrity systems benefit both users and brands alike. Users will continue to connect to the Pages and Profiles they authentically want to subscribe to, and Pages will have a more accurate measurement of fan count and demographics. This improvement will allow Pages to produce ever more relevant and interesting content, and brands will see an increase in the true engagement around their content,” said Facebook in a blog post.

Facebook is hoping the new security measures will benefit users and Page owners as well as help users associate with the Pages the they actually want to, and give the company more accurate figures of its fans and usage across the globe.