It’s 2020 — a key election year in the U.S. — and Facebook is doubling down on its policy of letting people pay it to fuck around with democracy.
Despite trenchant criticism — including from U.S. lawmakers accusing Facebook’s CEO to his face of damaging American democracy — the company is digging in, announcing as much today by reiterating its defence of continuing to accept money to run microtargeted political ads.
Instead of banning political ads, Facebook is trumpeting a few tweaks to the information it lets users see about political ads — claiming it’s boosting “transparency” and “controls” while leaving its users vulnerable to default settings that offer neither.
Political ads running on Facebook are able to be targeted at individuals’ preferences as a result of the company’s pervasive tracking and profiling of internet users. And ethical concerns about microtargeting led the U.K.’s data protection watchdog to call in 2018 for a pause on the use of digital ad tools like Facebook by political campaigns — warning of grave risks to democracy.
Facebook isn’t for pausing political microtargeting, though. Even though various elements of its data-gathering activities are also subject to privacy and consent complaints, regulatory scrutiny and legal challenge in Europe, under regional data protection legislation.
Instead, the company made it clear last fall that it won’t fact-check political ads, nor block political messages that violate its speech policies — thereby giving politicians carte blanche to run hateful lies, if they so choose.
Facebook’s algorithms also demonstrably select for maximum eyeball engagement, making it simply the “smart choice” for the modern digitally campaigning politician to run outrageous BS on Facebook — as longtime Facebook exec Andrew Bosworth recently pointed out in an internal posting that leaked in full to the NYT.
Facebook founder Mark Zuckerberg’s defence of his social network’s political ads policy boils down to repeatedly claiming “it’s all free speech, man” (we paraphrase).
This is an entirely nuance-free argument that comedian Sacha Baron Cohen expertly demolished last year, pointing out that: “Under this twisted logic if Facebook were around in the 1930s it would have allowed Hitler to post 30-second ads on his solution to the ‘Jewish problem.’ ”
Facebook responded to the take-down with a denial that hate speech exists on its platform since it has a policy against it — per its typical crisis PR playbook. And it’s more of the same selectively self-serving arguments being dispensed by Facebook today.
In a blog post attributed to its director of product management, Rob Leathern, it expends more than 1,000 words on why it’s still not banning political ads (it would be bad for advertisers wanting to reach “key audiences,” is the non-specific claim) — including making a diversionary call for regulators to set ad standards, thereby passing the buck on “democratic accountability” to lawmakers (whose electability might very well depend on how many Facebook ads they run…), while spinning cosmetic, made-for-PR tweaks to its ad settings and what’s displayed in an ad archive that most Facebook users will never have heard of as “expanded transparency” and “more control.”
In fact these tweaks do nothing to reform the fundamental problem of damaging defaults.
The onus remains on Facebook users to do the leg work on understanding what its platform is pushing at their eyeballs and why.
Even as the “extra” info now being drip-fed to the Ad Library is still highly fuzzy (“We are adding ranges for Potential Reach, which is the estimated target audience size for each political, electoral or social issue ad so you can see how many people an advertiser wanted to reach with every ad,” as Facebook writes of one tweak.)
The new controls similarly require users to delve into complex settings menus in order to avail themselves of inherently incremental limits — such as an option that will let people opt into seeing “fewer” political and social issue ads. (Fewer is naturally relative, ergo the scale of the reduction remains entirely within Facebook’s control — so it’s more meaningless “control theatre” from the lord of dark pattern design. Why can’t people switch off political and issue ads entirely?)
Another incremental setting lets users “stop seeing ads based on an advertiser’s Custom Audience from a list.”
But just imagine trying to explain WTF that means to your parents or grandparents — let alone an average internet user actually being able to track down the “control” and exercise any meaningful agency over the political junk ads they’re being exposed to on Facebook.
It is, to quote Baron Cohen, “bullshit.”
Nor are outsiders the only ones calling out Zuckerberg on his BS and “twisted logic”: A number of Facebook’s own employees warned in an open letter last year that allowing politicians to lie in Facebook ads essentially weaponizes the platform.
They also argued that the platform’s advanced targeting and behavioral tracking tools make it “hard for people in the electorate to participate in the public scrutiny that we’re saying comes along with political speech” — accusing the company’s leadership of making disingenuous arguments in defence of a toxic, anti-democratic policy.
Nothing in what Facebook has announced today resets the anti-democratic asymmetry inherent in the platform’s relationship to its users.
Facebook users — and democratic societies — remain, by default, preyed upon by self-interested political interests thanks to Facebook’s policies which are dressed up in a self-interested misappropriation of “free speech” as a cloak for its unfettered exploitation of individual attention as fuel for a propaganda-as-service business.
Yet other policy positions are available.
Twitter announced a total ban on political ads last year — and while the move doesn’t resolve wider disinformation issues attached to its platform, the decision to bar political ads has been widely lauded as a positive, standard-setting example.
Google also followed suit by announcing a ban on “demonstrably false claims” in political ads. It also put limits on the targeting terms that can be used for political advertising buys that appear in search, on display ads and on YouTube.
Still, Facebook prefers to exploit “the absence of regulation,” as its blog post puts it, to not do the right thing and keep sticking two fingers up at democratic accountability — because not applying limits on behavioral advertising best serves its business interests. Screw democracy.
“We have based [our policies] on the principle that people should be able to hear from those who wish to lead them, warts and all, and that what they say should be scrutinized and debated in public,” Facebook writes, ignoring the fact that some of its own staff already pointed out the sketchy hypocrisy of trying to claim that complex ad targeting tools and techniques are open to public scrutiny.
Facebook fighting against disinformation: Launch new options
Meta, the parent company of Facebook, has dismantled new malicious networks that used vaccine debates to harass professionals or sow division in some countries, a sign that disinformation about the pandemic, spread for political ends, is on the wane not.
“They insulted doctors, journalists and elected officials, calling them supporters of the Nazis because they were promoting vaccines against the Covid, ensuring that compulsory vaccination would lead to a dictatorship of health,” explained Mike Dvilyanski, director investigations into emerging threats, at a press conference on Wednesday.
He was referring to a network linked to an anti-vaccination movement called “V_V”, which the Californian group accuses of having carried out a campaign of intimidation and mass harassment in Italy and France, against health figures, media and politics.
The authors of this operation coordinated in particular via the Telegram messaging system, where the volunteers had access to lists of people to target and to “training” to avoid automatic detection by Facebook.
Their tactics included leaving comments under victims’ messages rather than posting content, and using slightly changed spellings like “vaxcinati” instead of “vaccinati”, meaning “people vaccinated” in Italian.
The social media giant said it was difficult to assess the reach and impact of the campaign, which took place across different platforms.
This is a “psychological war” against people in favor of vaccines, according to Graphika, a company specializing in the analysis of social networks, which published Wednesday a report on the movement “V_V”, whose name comes from the Italian verb “vivere” (“to live”).
“We have observed what appears to be a sprawling populist movement that combines existing conspiratorial theories with anti-authoritarian narratives, and a torrent of health disinformation,” experts detail.
They estimate that “V_V” brings together some 20,000 supporters, some of whom have taken part in acts of vandalism against hospitals and operations to interfere with vaccinations, by making medical appointments without honoring them, for example.
Change on Facebook
Facebook announces news that will facilitate your sales and purchases on the social network.
Mark Zuckerberg, the boss of Facebook, announced that the parent company would now be called Meta, to better represent all of its activities, from social networks to virtual reality, but the names of the different services will remain unchanged. A month later, Meta is already announcing news for the social network.
The first is the launch of online stores in Facebook groups. A “Shop” tab will appear and will allow members to buy products directly through the group in question.
Other features have been communicated with the aim of facilitating e-commerce within the social network, such as the display of recommendations and a better mention of products or even Live Shopping. At this time, no date has been announced regarding the launch of these new options.
In the light of recent features, the company wants to know the feedback from its users through the survey same like what Tesco doing to get its customers feedback via Tesco Views Survey. However, the company is still about this feedback will announce sooner than later in this regard.
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