Facebook has tripled its detection and elimination of “fake” likes, which can artificially inflate a brand’s prominence on the site and deceive users, the company said on Friday.

Facebook began improving its processes for eliminating fake likes this past October. They’re a real problem for the site, because they can trick a page owner or business into thinking they’re more popular on Facebook than they really are, fooling regular users along the way.

Fraudulent likes originate from click farms, fake accounts and malware, and are sold to page owners who want to boost their exposure on Facebook. But in reality they don’t do much to win them actual customers, fans or increased sales.

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