LONDON — A top U.K. official has slammed MetaFacebook’s former name was Facebook. It promised criminal sanctions to social media managers under new laws that tackle harmful content.

At Thursday’s hearing about the Online Safety Bill, Nadine Dorries from Britain, Britain’s minister of digital, culture and sport said that “rebranding does not work.” We will pursue those responsible for harm done.

CNBC contacted Meta, but they were unable to immediately comment. They said that their rebranding is focused on the company’s efforts to create a “new” brand.metaverse“

Facebook changed its name to MetaLast week, some criticized the move as an attempt at shifting attention away from recent issues.

Following a recent acquisition, the company faces one of its most severe crises. series of revelations from a former employee-turned-whistleblower. One of the highlights is the knowledge that the company knew of the dangerous effects of its Instagram application on teenagers.

Frances Haugen is the whistleblower appeared in U.K. Parliament last monthHe told lawmakers that there was a small window for regulation to address the spread of hate speech via Facebook.

Meta states that the name change it is making refers to a pivot towards what it calls “the metaverse,” which Meta describes as a shared virtual reality, where users interact via avatars. To help build the metaverse, Meta recently announced it would hire 10,000 European Union engineers.

Dorries suggested Meta give extra workers responsibility for “abiding to your terms and conditions” and “removing your harmful algorithms”.

With the U.K., progress is made sweeping reformsThis legislation would make social media companies accountable for sharing illegal and harmful content. The legislation threatens fines of up to 10% of global annual revenue or £18 million ($24.2 million), whichever is the higher amount, for failure to comply.

If they don’t eliminate harmful material, social media company executives may face criminal charges within two years under draft plans. Dorries, however, promised to speed up criminal punishments.

“It will be less than two years,” she stated. “I am looking at 3 to 6 months for criminal liability.”

A committee composed of politicians is now reviewing the bill. It’s being led by Damian Collins who was a member of parliament that took Facebook to task for its 2018 Cambridge Analytica privacy scandal. Dorries called on the committee Thursday to present their recommendations to government.

Technology giants say they support regulation and invest heavily to improve safety.

Dorries, who is probably more well-known to Brits for her appearance on reality TV show “I’m a Celebrity… Get Me Out of Here!,” took over the job of digital minister from Oliver Dowden earlier this year in a surprise reshuffle.

In recent weeks she has emphasized her commitment to reining in Big Tech firms and urged for the end of online abuse by anonymous trolls. killing of British lawmaker David Amess. A few MPs from the Conservative Party think that Amess was killed by anonymity via social media.

Dorries stated that “the question of anonymity has dominated online abuse conversation over the past week.” wrote in a columnLast month, Daily Mail published this article. Rest assured that this Bill will stop anonymous abuse because abuse will cease, complete and simple.