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Lacking eyeballs, Facebook’s ad review system fails to spot coronavirus harm

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lacking eyeballs facebooks ad review system fails to spot coronavirus harm

Facebook’s ad review system is failing to prevent coronavirus misinformation from being targeted at its users, according to an investigation by Consumer Reports.

The not-for-profit consumer advocacy organization set out to test Facebook’s system by setting up a page for a made-up organization, called the Self Preservation Society, and creating ads that contained false or deliberately misleading information about the coronavirus — including messaging that claimed (incorrectly) that people under 30 are “safe”, or that coronavirus is a “HOAX”.

Another of the bogus ads urged people to “stay healthy with SMALL daily doses” of bleach, per the report.

The upshot of the experiment? Facebook’s system waived all the ads through, apparently failing to spot any problems or potential harms. “Facebook approved them all,” writes Consumer Reports. “The advertisements remained scheduled for publication for more than a week without being flagged by Facebook.”

Of course the organization pulled the ads before they were published, saying it made certain no Facebook users were exposed to the false or misleading claims. But the test appears to expose how few barriers there are within Facebook’s current ad review system for picking up and preventing harmful ads targeting the coronavirus pandemic.

The only ad in the experiment Facebook rejected was flagged because of its image, per Consumer Reports — which says it had used a stock shot of a respirator-style face mask. After swapping the image for a “similar alternative” it says Facebook approved that too.

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Last month, as part of its own business response to the threat posed by COVID-19, Facebook meddelat it was sending home all global content reviewers “until further notice” — saying it would be relying on more automated review as a consequence of this decision.

“As we rely more on our automated systems, we may make mistakes,” it wrote then.

Consumer Reports’ investigation highlights how serious those mistakes can be, as a result of Facebook’s decision to lean so heavily on AI moderation — given the company is waiving through clearly harmful messages that urge users to ignore public health advice to stay home and socially distance themselves, or even drink a harmful substance to stay “safe”.

In response to the Consumer Reports investigation Facebook defended itself — saying it has removed “millions” of listings for policy violations related to the coronavirus. Though it also conceded its enforcement around COVID-19 misinformation is far from perfect.

“While we’ve removed millions of ads and commerce listings for violating our policies related to COVID-19, we’re always working to improve our enforcement systems to prevent harmful misinformation related to this emergency from spreading on our services,” a Facebook spokesperson, Devon Kearns, told Consumer Reports.

A Facebook spokeswoman declined to specify how many humans it has working on ad review during the coronavirus crisis when we asked. Though the company told Consumer Reports it has a “few thousand” reviewers now able to work from home.

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Back in 2018 Facebook reported having some 15,000 people employed doing content review.

It’s never been clear what proportion of those are focused on (user) content review vs ad review. But a “few thousand” vs 15k suggests there has likely been a very considerable drop in the number of eyeballs checking ads. (Pre-COVID, Facebook also liked to refer to having a safety and security team of over 35,000 people globally — with the 15k reviewers sitting within that.)

Facebook’s content review team has clearly shrunk considerably as a result of coronavirus-related disruption to its business. Though the company is refusing to come clean on exactly how many (few) people it has doing content review right now.

It’s also clear that the risk of harm from tools like Facebook’s ad platform — that can be used to easily and cheaply amplify damaging online disinformation — could hardly be higher than during a pandemic, when there is a pressing need for governments and health authorities to be able to communicate facts, official guidance and best practice to their populations to keep them safe.

Facebook’s platform becoming a conduit for false and/or maliciously misleading messaging risks undermining public health at a critical time.

Last month the company was also revealed to have blocked links to legitimate news and other websites that were sharing coronavirus-related content — following its switch to AI-led moderation.

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While, in recent weeks, the company has faced criticism for failing to live up to a pledge to take down ads for coronavirus masks.

At the same time, Facebook’s platform remains a hotbed of user generated coronavirus-related misinformation — with individuals widely reported sharing posts that claim bogus home remedies such as gargling with salt water to kill the virus (it doesn’t) or playing down the seriousness of the COVID-19 pandemic by claiming it’s ‘just the flu’ (it’s not).

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NHS Allegedly Shares Patient Information With Facebook Without Consent!

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NHS Allegedly Shares Patient Information With Facebook Without Consent!

NHS is facing a serious allegation. A new investigation claims that the National Health Service is sensitive details of patients to Facebook without their consent. 

(Photo: JUSTIN TALLIS/AFP via Getty Images)
An illustration picture shows a smartphone screen displaying a Covid-19 vaccine record on the National Health Service (NHS) app in London on May 18, 2021.

The information allegedly shared includes treatments, medical conditions, as well as medical appointments. If the accusations are true, then this privacy issue is a major problem since it discloses very sensitive medical information to people. 

The investigation was conducted by The Guardian‘s Observer. If you are a regular user of NHS websites, then here are the details you need to know. 

NHS Allegedly Shares Patient Information With Facebook Without Consent!

Enligt The Daily Mail UK, NHS is allegedly sharing patient data with Facebook via a covert tracking tool called “Meta Pixel.” 

NHS Allegedly Shares Patient Information With Facebook Without Consent!

(Photo: Graeme Robertson/Getty Images)
A National Health Service (NHS) sign is shown on February 19, 2003, in London, England. A report scheduled to be released tomorrow is expected to have complaints about the funding criteria for long-term care for the elderly and disabled in the United Kingdom.

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The Observer investigation claimed that 20 NHS trust webpages are using the Meta Pixel tool to collect browsing details. After that, the tool will share the acquired sensitive information with Facebook’s parent company, Meta. 

Of course, Meta said that this tool is being used for business purposes, such as enhancing targeted advertising services. However, if the acquired medical details are linked to users, they could reveal personal medical information.

Why NHS Alleged Data Sharing is Concerning 

Numerous NHS trusts already confirmed that they are incorporating the tracking tool. They said that the main purpose of using this kind of tech is to monitor recruitment or charity campaigns. But, they clarified that they are not aware that the medical information of their visitors is being shared with Facebook. 

This is concerning since patients visiting these NHS websites are usually researching gender identity services, sexual health, cancer, HIV, self-harm, and other sensitive health topics. 

Remember, protecting the identity of people with HIV, suicidal thoughts, and other similar health conditions is very important. 

Because of the newly discovered use of the Meta Pixel tool in NHS websites, the health agency quickly took action to solve the issue. “Immediate action has been taken to remove it,” said an NHS spokesperson.  

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If you want to learn more about the latest privacy issue of NHS, you can click här.

In other news, a report revealed that Russia has been tightening its surveillance and censorship ever since 2014. Meanwhile, cybersecurity experts warned that advertisers monitor every move of people. 

For more news updates about cybersecurity, always keep your tabs open here at TechTimes.  

Related Article: Senators Issued Satellite Phones for Emergency Communication: Heightened Security Measures Revealed

Tech Times

ⓒ 2023 TECHTIMES.com All rights reserved. Do not reproduce without permission.



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Ägare till en kinesisk restaurang skulle stänga 'trodde'inte att de var så älskade'

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Ägare till en kinesisk restaurang skulle stänga 'trodde'inte att de var så älskade'

The owners of a family-run Chinese restaurant that has been at the heart of the community for 30 years said they didn’t realise how loved they were …

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Lloyds kritiserar Facebook-ägaren för att ha misslyckats med att stoppa onlinebedrägerier

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Face-off: Lloyds Banking Groups chef Charlie Nunn och Metas verkställande ordförande Mark Zuckerberg

Lloyds Bank this weekend fired a salvo at Facebook-owner Meta, slamming it for failing to stop a ‘Wild West’ surge in online shopping scams. Britain’s biggest retail bank – which has 26 million customers – blasted the social media giant for enabling so-called ‘purchase’ frauds.

The banking group claimed two-thirds of the scams start on Meta-owned platforms, which also includes Instagram.

Banks and insurance groups have been frustrated for years that social media companies are not made to pay their fair share of compensation to victims for frauds hosted on their platforms.

But it is highly unusual for a lender like Lloyds to take aim at an individual tech firm like Meta.

The intervention puts Lloyds Banking Group boss Charlie Nunn at loggerheads with Facebook tycoon Mark Zuckerberg.

Face-off: Lloyds Banking Groups chef Charlie Nunn och Metas verkställande ordförande Mark Zuckerberg

British banks have previously urged ministers to tackle online financial scams amid concerns that criminals are using Facebook and Google to place fraudulent advertisements with impunity.

The failure of internet giants to check the authenticity of digital ads has led to a surge of scams, they claim. These include ‘brand cloning’, where criminals impersonate legitimate businesses to dupe victims into handing over their savings. Purchase fraud tends to target younger consumers who are tricked into paying for sought-after items that don’t actually exist.

Victims are lured by the offer of a cheap deal – often advertised on social media – and then asked to send money from their own secure online bank account direct to the seller via a transfer system known as faster payments.

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However, this provides very little protection when things go wrong.

The scam is a small but growing part of online fraud, which now accounts for 40 per cent of all crime and costs £7 billion a year, according to latest government figures.

The number of purchase frauds has soared by 40 per cent since the start of the pandemic to over 117,000 cases in 2022, according to the UK Finance trade body. It coincided with a boom in online shopping, more time spent on social media and shortages of certain goods caused by supply chain issues.

Lloyds, whose brands include Hailfax and Bank of Scotland, estimates that someone falls victim to the scam on a Meta-owned platform every seven minutes, costing consumers £27 million this year alone.

The average amount lost by the victims of purchase scams is around £570. Clothes, trainers, gaming consoles and mobile phones are among the most common goods being falsely advertised for sale.

Lloyds said it reimburses ‘the majority’ of victims and has invested ‘hundreds of millions of pounds’ in security systems to beat the scammers.

But refunds don’t address the emotional trauma of being a victim of fraud or stop the flow of money to organised crime, it added.

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‘Social media has become the Wild West of online shopping in recent years, with very few checks in place to verify who is selling what,’ said Liz Ziegler, fraud prevention director at Lloyds Banking Group.

The Government’s new national fraud strategy allows banks more time to slow down suspicious payments. But Ziegler said banks couldn’t fight the ‘epidemic of scams’ alone.

‘It’s high time tech companies stepped up to share responsibility for protecting their own customers,’ she said.

‘This means stopping scams at source and contributing to refunds when their platforms are used to defraud innocent victims.’

An amendment to the long-delayed Online Safety Bill requires social media firms to prevent paid-for fraudulent adverts, regardless of whether the ads are controlled by the platforms or an intermediary. It followed pressure from consumer groups, charities and the banking industry who claimed the Government’s approach to tackling online fraud was ‘flawed’.

But critics say the proposals still don’t go far enough. ‘Fraudsters don’t just pay for adverts or create fraudulent content that fits within the scope of the Bill,’ said a banking industry source. ‘The exclusion of online marketplaces like Facebook’s is therefore a significant loophole.’

Campaigners say only the threat of fines will force the social media companies to act.

‘Without penalties there’s nothing in it for them to stop the scams from happening,’ said consumer champion Baroness Altmann. She fears the Government is ‘absolutely terrified of upsetting the tech companies’ and of being seen to clamp down on the free market.

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James Daley, founder of consumer campaign group Fairer Finance, said social media sites had become ‘a gateway for fraudsters’.

‘Firms like Meta have a clear responsibility to step up and protect their users,’ he said. ‘But if past experience is anything to go by, it’s unlikely these firms will do much if they don’t have to.

‘The Government announced plans to introduce new protections last year, but these have now been kicked into the long grass again.’

Meta said purchase fraud was ‘an industry-wide issue’ with scammers using ‘increasingly sophisticated methods’ to defraud people ‘in a range of ways, including email, text and offline’.

A spokesman said: ‘We don’t want anyone to fall victim to these criminals which is why our platforms have systems to block scams. Financial services advertisers now have to be authorised by the Financial Conduct Authority.’

The Department for Science, Innovation and Technology was approached for comment.

Some links in this article may be affiliate links. If you click on them we may earn a small commission. That helps us fund This Is Money, and keep it free to use. We do not write articles to promote products. We do not allow any commercial relationship to affect our editorial independence.

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