Facebook managers might want to prepare their bosses or clients for an impending dip in “likes.”

The social network on Friday said it’s cracking down on fraudulent “likes” on brand pages, a move that could lead to an average drop of about 1 percent of a brand’s “likes.”

“These newly improved automated efforts will remove those ‘likes’ gained by malware, compromised accounts, deceived users, or purchased bulk ‘likes,’” the company said in a statement.

Facebook made clear that buying and selling “likes” was never OK on the site.

“We only want people connecting to the pages and brands with whom they have chosen to connect,” the company said.

At least one agency has said it’s hearing from clients about a drop in “likes.”

“We've started to see an uproar on the brand or advertiser's side,” Frank O'Brien, founder of Conversation Agency, told Business Insider. He said one retailer saw its 1,000,000 “likes” drop by about 10,000.

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