Tamworth businesses and even the local university have been inadvertently caught in the crosshairs of Facebook's news blackout ban.
The social media giant banned the Leader and hundreds of other newspapers and media outlets from their own Facebook pages on Wednesday night.
Tamworth's Forum 6 Cinemas have also fallen victim. Cinema manager Grant Lee said he was a little surprised by the lockout because they're not a news site.
"One of the staff actually rang me and said our Facebook's gone down. [I said] but they can't - we're not a news feed," he said.
"I checked our other sites - Orange and Wagga - they've all gone down.
"I've now contacted the Independent Cinema Association and I'm now waiting for them to come back to me."
Mr Lee said they feel like they've been caught up in a fight they've got little to do with.
The cinema uses the social media page to advertise events, new movies and plays trailers, particularly to young people, he said.
The ban will negatively affect the business because it will cut off their primary source of advertising, Mr Lee said. If the standoff goes on much longer, they'll be forced to turn elsewhere to get the word out, he said.
'A bastard move'
George Frame, a 40-year radio veteran and now CEO of Tamworth community radio station 88.9, said he was "stunned" by the bold actions, even labelling it a "bastard move".
The radio station can no longer post on its page, which it uses to engage with locals and its listeners, which is a major blow for the community station.
"Our Facebook site literally has been reaching about 156,000 people," Mr Frame said.
"A lot of people are using that particular Facebook page to participate but more importantly to get the news about what's happening from this region.
"Because we're 24 hours we put information out on Facebook to watch out for anything from accidents, storms etc. We can't do that any more. They've created a situation that the Australian people won't have access to urgent information."
About 8000 listeners regularly listen to the station through their Facebook streaming service, he said.
"The most important thing - it gives us the opportunity to talk directly with our listeners in our region and across Australia," Mr Frame said.
The sudden ban by the social media giant was "censorship of free speech", he said, and one he believes Facebook will grow to regret.
"It's a situation that our communication can be interfered with," Mr Frame said.
"If this is the case we could have our information and communication sources cut overnight and have no control whatsoever, in an emergency situation."
More caught in Facebook's war
Even the University of New England has fallen victim to the blacklist. The 83-year-old institution can no longer post on two of its official pages.
"Until this is resolved, we'll continue to use our other channels to communicate with our students, staff, alumni, partners and community, including our social profiles on LinkedIn, Twitter, Instagram and YouTube," a spokesperson said.
Independent newspaper The Manilla Express has not lost access to its Facebook page. It used the reprieve to spread a message of solidarity with other media today.
"Facebook can't ban local newspapers!" the newspaper told readers.
"This is a very powerful reminder of the importance of local newspapers as a trusted and independent source of local news.
"We're happy for Facebook to be a platform for crazy cat videos, photos of food and fake unregulated news."