{"id":1056,"date":"2019-02-27T16:00:27","date_gmt":"2019-02-27T14:00:27","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=1056"},"modified":"2019-02-26T11:05:38","modified_gmt":"2019-02-26T09:05:38","slug":"revealed-facebook-enables-ads-to-target-users-interested-in-vaccine-controversies","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/revealed-facebook-enables-ads-to-target-users-interested-in-vaccine-controversies\/","title":{"rendered":"Revealed: Facebook enables ads to target users interested in ‘vaccine controversies’"},"content":{"rendered":"
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Social media platforms under pressure by US congressman to crack down on anti-vaccine propaganda, citing Guardian investigations<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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acebook has been pressured to stop promoting anti-vaccine propaganda. Photograph: Facebook<\/figcaption><\/figure>\n<\/header>\n
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Facebook<\/a>\u00a0enables advertisers to promote content to nearly 900,000 people interested in \u201cvaccine controversies\u201d, the Guardian has found.<\/p>\n

Other groups of people that advertisers can pay to reach on Facebook include those interested in \u201cDr Tenpenny on Vaccines\u201d, which refers to anti-vaccine activist Sherri Tenpenny, and \u201cinformed consent\u201d, which is\u00a0language<\/a>\u00a0that anti-vaccine propagandists<\/a>\u00a0have adopted to fight vaccination laws.<\/p>\n

Facebook\u2019s self-serve advertising platform allows users to pay to promote posts to finely tuned subsets of its 2.3 billion users, based on thousands of characteristics, including age, location, gender, occupation and interests. In some cases, users self-identify their interests, but in other cases, Facebook creates categories based on users\u2019 online activity. In 2017, after a controversy involving antisemitic interest categories, Facebook vowed to build \u201cnew guardrails\u201d on its targeting categories.<\/p>\n

Facebook is already\u00a0facing pressure<\/a>\u00a0to stop promoting anti-vaccine propaganda to users amid global concern over vaccine hesitancy and a measles outbreak in the Pacific north-west.<\/p>\n

On Thursday, California congressman Adam Schiff, the chair of the House intelligence committee, cited the\u00a0Guardian\u2019s reporting on anti-vaccine propaganda<\/a>\u00a0on Facebook and YouTube in letters to Mark Zuckerberg and Google CEO Sundar Pichai urging them to take more responsibility for health-related misinformation on their platforms.<\/p>\n

\u201cThe algorithms which power these services are not designed to distinguish quality information from misinformation or misleading information, and the consequences of that are particularly troubling for public health issues,\u201d Schiff wrote.<\/p>\n

\u201cI am concerned by the report that Facebook accepts paid advertising that contains deliberate misinformation about vaccines,\u201d he added.<\/p>\n

Facebook\u2019s ad-targeting tools are highly valued by businesses because they enable, for example, a pet supply store in Ohio to show its advertising exclusively to pet owners in Ohio. But the tools have also spurred controversy.<\/p>\n

A Russian influence operation took advantage of the self-service platform to promote divisive content during the 2016 US presidential election. In 2017,\u00a0ProPublica revealed<\/a>\u00a0that the platform included targeting categories for people interested in a number of antisemitic phrases, such as \u201cHow to burn Jews\u201d or \u201cJew hater\u201d.<\/p>\n

While the antisemitic categories found by ProPublica were automatically generated and were too small to run effective ad campaigns by themselves, the \u201cvaccine controversies\u201d category contains nearly 900,000 people, and \u201cinformed consent\u201d about 340,000. The Tenpenny category only includes 720 people, which is too few to run a campaign.<\/p>\n

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\"Facebook\u2019s<\/div>\n
Facebook<\/span><\/a>Twitter<\/span><\/a>Pinterest<\/span><\/a><\/div>
Facebook\u2019s ad platform enables targeting of people interested in \u201cvaccine controversies\u201d Photograph: Facebook<\/figcaption><\/figure>\n

Following the ProPublica report, Facebook removed many automatically generated targeting categories and\u00a0said<\/a>\u00a0it was \u201cbuilding new guardrails in our product and review processes to prevent other issues like this from happening in the future.\u201d<\/p>\n

Facebook declined to comment on the ad targeting categories, but said it was looking into the issue.<\/p>\n

\u201cWe\u2019ve taken steps to reduce the distribution of health-related misinformation on Facebook, but we know we have more to do,\u201d a Facebook spokesperson said in a statement responding to\u00a0Schiff\u2019s letter<\/a>. \u201cWe\u2019re currently working on additional changes that we\u2019ll be announcing soon.\u201d<\/p>\n

The changes under consideration include removing anti-vaccine misinformation from recommendations and demoting it in search results, the spokesperson said. The steps they have already taken include having third-party fact-checkers review health-related articles.<\/p>\n

A YouTube spokesperson also declined to comment on\u00a0Schiff\u2019s letter<\/a>, but noted the company\u2019s recent changes to its recommendation algorithm to reduce the spread of misinformation, including some anti-vaccine videos.<\/p>\n

\u201cWe\u2019ve done a number of things within this realm,\u201d the spokesperson said. \u201cBut these are still early days. And our systems will get better and more accurate.\u201d<\/p>\n

Competing echo chambers<\/h2>\n

In the past, Facebook has suggested that simply censoring anti-vaccine propaganda might be less effective than counter-speech providing accurate information.<\/p>\n

But a pro-vaccination activist whose non-profit organization, Voices for Vaccines, uses Facebook to promote positive messages about vaccination to parents, questioned the efficacy of counter-speech on the topic.<\/p>\n

\u201cI\u2019m not interested in promoting the idea that vaccines are controversial,\u201d said Karen Ernst, who runs Voices for Vaccines from her home in St Paul, Minnesota, and budgets from $50 to $100 each month to advertise pro-vaccine content on Facebook.<\/p>\n

Ernst said that she was well-aware of the \u201cvaccine controversies\u201d interest category, but never uses it. Targeting people who see vaccines as controversial \u201cgets toward making social media a place where vaccines are fought over, which feels really counterproductive to public health,\u201d she said. \u201cIt\u2019s making the echo chamber more echo-y.\u201d<\/p>\n

Ernst said that while she believes Facebook advertising can be an effective means of promoting vaccination, she feels outgunned by anti-vaxxers. Many of her advertisements have been rejected because she has not registered as a political advertiser, she said, in part out of concern that Facebook\u2019s new transparency tools for political advertising will make her a target for harassment from anti-vaxxers. (The tools would identify Ernst as having paid to promote the posts, and maintain an archive of her ads.)<\/p>\n

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\"A<\/div>\n
Facebook<\/span><\/a>Twitter<\/span><\/a>Pinterest<\/span><\/a><\/div>
A Facebook ad promoting anti-vaccine propaganda. Photograph: Facebook<\/figcaption><\/figure>\n

Larry Cook, a Californian who runs an anti-vaccine Facebook group with more than 150,000 members, has raised more than $7,700 on GoFundMe to fund anti-vaccine misinformation Facebook advertisements since 29 January. Cook has raised nearly $80,000 total on GoFundMe for anti-vaccine promotion since 2015. On GoFundMe, he claims that he has spent more than $35,000 on Facebook advertising over four years.<\/p>\n

Cook\u2019s advertisements have been\u00a0censured by the UK advertising regulator<\/a>, the Advertising Standards Authority, but continue to run in the US, where he is currently focused on targeting mothers in Washington state \u2013 the site of a current measles outbreak.<\/p>\n

Ernst said one way Facebook could help combat anti-vaccine propaganda would be to provide free advertising to public health organizations promoting sound medical advice.<\/p>\n

Schiff first introduced a House resolution declaring \u201cunequivocal congressional support for vaccines\u201d in 2015. He told the Guardian by phone that he plans to introduce a similar resolution again this year, but that he may update it to feature \u201cthe role that these social media companies are playing in the propagation of this bad information\u201d.<\/p>\n

\u201cIt\u2019s difficult to understand why, when this problem has been raised, why either company would take advertising dollars to promote dangerous and misleading information,\u201d he said. \u201cI think our chances of passage are far better than they have been in the past, and tragically that\u2019s because we\u2019ve seen the problem just grow and grow.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Source:\u00a0https:\/\/www.theguardian.com\/technology\/2019\/feb\/15\/facebook-anti-vaccination-advertising-targeting-controversy<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Social media platforms under pressure by US congressman to crack down on anti-vaccine propaganda, citing Guardian investigations acebook has been pressured to stop promoting anti-vaccine propaganda. Photograph: Facebook Facebook\u00a0enables advertisers to promote content to nearly 900,000 people interested in \u201cvaccine controversies\u201d, the Guardian has found. 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