Facebook has had to make a concession in the face of a growing advertiser boycott.
On July 1, Facebook announced that it was agreeing to a third-party audit of how it controls hate speech in an effort to appease advertisers.
In the middle of the month, six major nonprofits launched the “Stop Hate for Profit” campaign, which accuses Facebook of condoning hate speech on its platform for profit, arguing that Facebook isn’t doing enough to remove divisive, racist and hateful content.
So far, more than 160 global companies, including Unilever, Adidas, Verizon and Coca-Cola, have announced that they will suspend paid advertising on Facebook starting in July, as a way to strongly condemn Facebook for ignoring inflammatory speech and false information on the platform.
According to the Media Budget Report published by market research firm Zenith, advertisers will spend $84 billion on marketing on social media such as Facebook, Twitter and Instagram in 2019.
In an effort to appease advertisers, Facebook said today that the Media Rating Council, a media evaluation firm, will conduct an audit of how Facebook controls hate speech to assess how well Facebook protects advertisers’ ads from appearing in hate speech content and the accuracy of Facebook’s reporting in certain areas.
Meanwhile, Facebook said the scope and timing of the audit is still being determined. In addition, according to an ad agency executive who will be on the conference call, to appease advertisers, Facebook is responsible for the global Carolyn Everson, Vice President of Marketing Solutions, will be on the conference call today via Address the advertisers.
Last week, Facebook announced that it would label “newsworthy” content that violated its policies, but that failed to satisfy the organizers of a boycott that it plans to call on more advertisers around the world to join it.
Yesterday, Facebook cited “dangerous individuals and organizations” for violating its policy of “reportable” content, but the boycott failed to satisfy organizers, who plan to call on more global advertisers to join the campaign. (Individuals and Organizations) policy to delete the link to the extreme right wing. A network of accounts, groups and pages associated with the extremist movement “Boogaloo”. It is forbidden for “any organization or individual who proclaims a violent mission or engages in violent activities to appear on the Facebook platform”. A total of 220 Facebook accounts, 95 Facebook groups and 95 Facebook pages from the “boogaloo” network were deleted. Instagram accounts, 28 pages and 106 groups, as well as 400 other groups that host similar content and 100 pages.
Hatch, who is also Facebook’s vice president of marketing for Northern Europe, said today that Facebook is doing everything it can to address its Hate speech on the platform. In an interview, Hatch said, “We set out to address the problem many years ago and invested millions of dollars in our team and our systems. ”
“Specific to hate speech, our system now automatically detects and deletes 90 percent of hate speech. Of course, it’s still not perfect, but it’s a dramatic improvement over the 23 percent we had a few years ago,” Hatch said.