Oct 25 (Reuters) – Facebook employees have warned for years that as the company raced to become a global service it was failing to police abusive content in countries where such speech was likely to cause the most harm, according to interviews with five former employees and internal company documents viewed by Reuters.
For over a decade, Facebook has pushed to become the world’s dominant online platform. It currently operates in more than 190 countries and boasts more than 2.8 billion monthly users who post content in more than 160 languages. But its efforts to prevent its products from becoming conduits for hate speech, inflammatory rhetoric and misinformation – some which has been blamed for inciting violence – have not kept pace with its global expansion.
(Also Read: Australian publisher calls government on Facebook)
Internal company documents viewed by Reuters show Facebook has known that it hasn’t hired enough workers who possess both the language skills and knowledge of local events needed to identify objectionable posts from users in a number of developing countries. The documents also showed that the artificial intelligence systems Facebook employs to root out such content frequently aren’t up to the task, either; and that the company hasn’t made it easy for its global users themselves to flag posts that violate the site’s rules.
Those shortcomings, employees warned in the documents, could limit the company’s ability to make good on its promise to block hate speech and other rule-breaking posts in places from Afghanistan to Yemen.
In a review posted to Facebook’s internal message board last year regarding ways the company identifies abuses on its site, one employee reported “significant gaps” in certain countries at risk of real-world violence, especially Myanmar and Ethiopia.
The documents are among a cache of disclosures made to the U.S. Securities and Exchange Commission and Congress by Facebook whistleblower Frances Haugen, a former Facebook product manager who left the company in May. Reuters was among a group of news organizations able to view the documents, which include presentations, reports and posts shared on the company’s internal message board. Their existence was first reported by The Wall Street Journal.
Facebook spokesperson Mavis Jones said in a statement that the company has native speakers worldwide reviewing content in more than 70 languages, as well as experts in humanitarian and human rights issues. She said these teams are working to stop abuse on Facebook’s platform in places where there is a heightened risk of conflict and violence.
“We know these challenges are real and we are proud of the work we’ve done to date,” Jones said.
Still, the cache of internal Facebook documents offers detailed snapshots of how employees in recent years have sounded alarms about problems with the company’s tools – both human and technological – aimed at rooting out or blocking speech that violated its own standards. The material expands upon Reuters’ previous reporting on Myanmar and other countries, where the world’s largest social network has failed repeatedly to protect users from problems on its own platform and has struggled to monitor content across languages.
Among the weaknesses cited were a lack of screening algorithms for languages used in some of the countries Facebook has deemed most “at-risk” for potential real-world harm and violence stemming from abuses on its site.
The company designates countries “at-risk” based on variables including unrest, ethnic violence, the number of users and existing laws, two former staffers told Reuters. The system aims to steer resources to places where abuses on its site could have the most severe impact, the people said.
Facebook reviews and prioritizes these countries every six months in line with United Nations guidelines aimed at helping companies prevent and remedy human rights abuses in their business operations, spokesperson Jones said.
In 2018, United Nations experts investigating a brutal campaign of killings and expulsions against Myanmar’s Rohingya Muslim minority said Facebook was widely used to spread hate speech toward them. That prompted the company to increase its staffing in vulnerable countries, a former employee told Reuters. Facebook has said it should have done more to prevent the platform being used to incite offline violence in the country.
Ashraf Zeitoon, Facebook’s former head of policy for the Middle East and North Africa, who left in 2017, said the company’s approach to global growth has been “colonial,” focused on monetization without safety measures.
More than 90% of Facebook’s monthly active users are outside the United States or Canada.
Facebook has long touted the importance of its artificial-intelligence (AI) systems, in combination with human review, as a way of tackling objectionable and dangerous content on its platforms. Machine-learning systems can detect such content with varying levels of accuracy.
But languages spoken outside the United States, Canada and Europe have been a stumbling block for Facebook’s automated content moderation, the documents provided to the government by Haugen show. The company lacks AI systems to detect abusive posts in a number of languages used on its platform. In 2020, for example, the company did not have screening algorithms known as “classifiers” to find misinformation in Burmese, the language of Myanmar, or hate speech in the Ethiopian languages of Oromo or Amharic, a document showed.
A 3D-printed Facebook logo is seen placed on a keyboard in this illustration taken March 25, 2020. REUTERS/Dado Ruvic/Illustration/File Photo
These gaps can allow abusive posts to proliferate in the countries where Facebook itself has determined the risk of real-world harm is high.
Reuters this month found posts in Amharic, one of Ethiopia’s most common languages, referring to different ethnic groups as the enemy and issuing them death threats. A nearly year-long conflict in the country between the Ethiopian government and rebel forces in the Tigray region has killed thousands of people and displaced more than 2 million.
Facebook spokesperson Jones said the company now has proactive detection technology to detect hate speech in Oromo and Amharic and has hired more people with “language, country and topic expertise,” including people who have worked in Myanmar and Ethiopia.
In an undated document, which a person familiar with the disclosures said was from 2021, Facebook employees also shared examples of “fear-mongering, anti-Muslim narratives” spread on the site in India, including calls to oust the large minority Muslim population there. “Our lack of Hindi and Bengali classifiers means much of this content is never flagged or actioned,” the document said. Internal posts and comments by employees this year also noted the lack of classifiers in the Urdu and Pashto languages to screen problematic content posted by users in Pakistan, Iran and Afghanistan.
Jones said Facebook added hate speech classifiers for Hindi in 2018 and Bengali in 2020, and classifiers for violence and incitement in Hindi and Bengali this year. She said Facebook also now has hate speech classifiers in Urdu but not Pashto.
Facebook’s human review of posts, which is crucial for nuanced problems like hate speech, also has gaps across key languages, the documents show. An undated document laid out how its content moderation operation struggled with Arabic-language dialects of multiple “at-risk” countries, leaving it constantly “playing catch up.” The document acknowledged that, even within its Arabic-speaking reviewers, “Yemeni, Libyan, Saudi Arabian (really all Gulf nations) are either missing or have very low representation.”
Facebook’s Jones acknowledged that Arabic language content moderation “presents an enormous set of challenges.” She said Facebook has made investments in staff over the last two years but recognizes “we still have more work to do.”
Three former Facebook employees who worked for the company’s Asia Pacific and Middle East and North Africa offices in the past five years told Reuters they believed content moderation in their regions had not been a priority for Facebook management. These people said leadership did not understand the issues and did not devote enough staff and resources.
Facebook’s Jones said the California company cracks down on abuse by users outside the United States with the same intensity applied domestically.
The company said it uses AI proactively to identify hate speech in more than 50 languages. Facebook said it bases its decisions on where to deploy AI on the size of the market and an assessment of the country’s risks. It declined to say in how many countries it did not have functioning hate speech classifiers.
Facebook also says it has 15,000 content moderators reviewing material from its global users. “Adding more language expertise has been a key focus for us,” Jones said.
In the past two years, it has hired people who can review content in Amharic, Oromo, Tigrinya, Somali, and Burmese, the company said, and this year added moderators in 12 new languages, including Haitian Creole.
Facebook declined to say whether it requires a minimum number of content moderators for any language offered on the platform.
LOST IN TRANSLATION
Facebook’s users are a powerful resource to identify content that violates the company’s standards. The company has built a system for them to do so, but has acknowledged that the process can be time consuming and expensive for users in countries without reliable internet access. The reporting tool also has had bugs, design flaws and accessibility issues for some languages, according to the documents and digital rights activists who spoke with Reuters.
Next Billion Network, a group of tech civic society groups working mostly across Asia, the Middle East and Africa, said in recent years it had repeatedly flagged problems with the reporting system to Facebook management. Those included a technical defect that kept Facebook’s content review system from being able to see objectionable text accompanying videos and photos in some posts reported by users. That issue prevented serious violations, such as death threats in the text of these posts, from being properly assessed, the group and a former Facebook employee told Reuters. They said the issue was fixed in 2020.
Facebook said it continues to work to improve its reporting systems and takes feedback seriously.
Language coverage remains a problem. A Facebook presentation from January, included in the documents, concluded “there is a huge gap in the Hate Speech reporting process in local languages” for users in Afghanistan. The recent pullout of U.S. troops there after two decades has ignited an internal power struggle in the country. So-called “community standards” – the rules that govern what users can post – are also not available in Afghanistan’s main languages of Pashto and Dari, the author of the presentation said.
A Reuters review this month found that community standards weren’t available in about half the more than 110 languages that Facebook supports with features such as menus and prompts.
Facebook said it aims to have these rules available in 59 languages by the end of the year, and in another 20 languages by the end of 2022.
Reporting by Elizabeth Culliford in New York and Brad Heath in Washington; additional reporting by Fanny Potkin in Singapore, Sheila Dang in Dallas, Ayenet Mersie in Nairobi and Sankalp Phartiyal in New Delhi; editing by Kenneth Li and Marla Dickerson
Our Standards: The Thomson Reuters Trust Principles.
Facebook Adds New Trend Insights in Creator Studio, Which Could Help Shape Your Posting Strategy
Facebook’s looking to provide more content insight within Creator Studio with the rollout of a new ‘Inspiration Hub’ element, which highlights trending content and hashtags within categories related to your business Page.
As you can see in these screenshots, posted by social media expert Matt Navarra, when it becomes available to you, you’ll be able to access the new Inspiration Hub from the Home tab in Creator Studio.
At the right side of the screen, you can see the first of the new insights, with trending hashtags and videos from the last 24 hours, posted by Pages similar to yours, displayed above a ‘See more’ prompt.
When you tap through to the new hub, you’ll have a range of additional filters to check out trending content from across Facebook, including Page category, content type, region, and more.
That could be hugely valuable in learning what Facebook users are responding to, and what people within your target market are engaging with in the app.
The Hub also includes insights into trending hashtags, within your chosen timeframe, which may further assist in tapping into trending discussions.
How valuable hashtags are on Facebook is still up for debate, but you’ll also note that you can filter the displayed results by platform, so you can additionally display Instagram hashtag trends as well, which could be very valuable in maximizing your reach.
Much of this type of info has been available within CrowdTangle, Facebook’s analytics platform for journalists, for some time, but not everyone can access CrowdTangle data, which could make this an even more valuable proposition for many marketers.
Of course, overall performance really relates to your own creative, and thinking through the action that you want your audience to take when reading your posts. But in terms of detecting new content trends, including hashtag usage, caption length, videos versus image posts, and more, there’s a lot that could be gleaned from these tools and filters.
It’s a significant analytics addition – we’ve asked Facebook for more info on the rollout of the new option, and whether it’s already beyond test mode, etc. We’ll update this post if/when we hear back.
Meta Updates Policy on Cryptocurrency Ads, Opening the Door to More Crypto Promotions in its Apps
With cryptocurrencies gaining momentum, in line with the broader Web 3.0 push, Meta has today announced an update to its ad policies around cryptocurrencies, which will open the door to more crypto advertisers on its platforms.
As per Meta:
“Starting today, we’re updating our eligibility criteria for running ads about cryptocurrency on our platform by expanding the number of regulatory licenses we accept from three to 27. We are also making the list of eligible licenses publicly available on our policy page.”
Essentially, in order to run any crypto ads in Meta’s apps, that currency needs to adhere to regional licensing provisions, which vary by nation. With crypto becoming more accepted, Meta’s now looking to enable more crypto companies to publish ads on its platform, which will provide expanded opportunity for recognized crypto providers to promote their products, while also enabling Meta to make more money from crypto ads.
“Previously, advertisers could submit an application and include information such as any licenses they obtained, whether they are traded on a public stock exchange, and other relevant public background on their business. However, over the years the cryptocurrency landscape has matured and stabilized and experienced an increase in government regulation, which has helped to set clearer responsibilities and expectations for the industry. Going forward, we will be moving away from using a variety of signals to confirm eligibility and instead requiring one of these 27 licenses.”
Is that a good move? Well, as Meta notes, the crypto marketplace is maturing, and there’s now much wider recognition of cryptocurrencies as a legitimate form of payment. But they’re also not supported by most local financial regulators, which reduced transaction protection and oversight, which also brings a level of risk in such process.
But then again, all crypto providers are required to clearly outline any such risks, and most also highlight the ongoing market volatility in the space. This expanded level of overall transparency means that most people who are investing in crypto have at least some awareness of these elements, which likely does diminish the risk factor in such promotions within Meta’s apps.
But as crypto adoption continues to expand, more of these risks will become apparent, and while much of the crypto community is built on good faith, and a sense of community around building something new, there are questions as to how much that can hold at scale, and what that will then mean for evolving scams and criminal activity, especially as more vulnerable investors are brought into the mix.
Broader promotional capacity through Meta’s apps will certainly help to boost exposure in this respect – though again, the relative risk factors are lessened by expanded regulatory oversight outside of the company.
You can read more about Meta’s expanded crypto ad regulations here.
Meta Outlines Evolving Safety Measures in Messaging as it Seeks to Allay Fears Around the Expansion of E2E Encryption
Amid rising concern about Meta’s move to roll out end-to-end encryption by default to all of its messaging apps, Meta’s Global Head of Safety Antigone Davis has today sought to provide a level of reassurance that Meta is indeed aware of the risks and dangers that such protection can pose, and that it is building safeguards into its processes to protect against potential misuse.
Though the measures outlined don’t exactly address all the issues raised by analysts and safety groups around the world.
As a quick recap, back in 2019, Facebook announced its plan to merge the messaging functionalities of Messenger, Instagram and WhatsApp, which would then provide users with a universal inbox, with all of your message threads from each app accessible on either platform.
The idea is that this will simplify cross-connection, while also opening the door to more opportunities for brands to connect with users in the messaging tool of their choice – but it also, inherently, means that the data protection method for its messaging tools must rise to the level of WhatsApp, its most secure messaging platform, which already includes E2E encryption as the default.
Various child safety experts raised the alarm, and several months after Facebook’s initial announcement, representatives from the UK, US and Australian Governments sent an open letter to Facebook CEO Mark Zuckerberg requesting that the company abandon its integration plan.
Meta has pushed ahead, despite specific concerns that the expansion of encryption will see its messaging tools used by child trafficking and exploitation groups, and now, as it closes in on the next stage, Meta’s working to counter such claims, with Davis outlining six key elements which she believes will ensure safety within this push.
Davis has explained the various measures that Meta has added on this front, including:
- Detection tools to stop adults from repeatedly setting up new profiles in an attempt to connect minors that they don’t know
- Safety notices in Messenger, which provide tips on spotting suspicious behavior
- The capacity to filter messages with selected keywords on Instagram
- More filtering options in chat requests to help avoid unwanted contact
- Improved education prompts to help detect spammers and scammers in messages
- New processes to make it easier to report potential harm, including an option to select “involves a child”, which will then prioritize the report for review and action
Which are all good, all important steps in detection, while Davis also notes that its reporting process “decrypts portions of the conversation that were previously encrypted and unavailable to us so that we can take immediate action if violations are detected”.
That’ll no doubt raise an eyebrow or two among WhatsApp users – but the problem here is that, overall, the broader concern is that such protections will facilitate usage by criminal groups, and the reliance on self-reporting in this respect is not going to have any impact on these networks operating, at scale, under a more protected messaging framework within Meta’s app eco-system.
Governments have called for ‘backdoor access’ to break Meta’s encryption for investigations into such activity, which Meta says is both not possible and will not be built into its future framework. The elements outlined by Davis do little to address this specific need, and without the capacity to better detect such, it’s hard to see any of the groups opposed to Meta’s expanded encryption changing their stance, and accepting that the merging of all of the platform’s DM options will not also see a rise in criminal activity organized via the same apps.
Of course, the counterargument could be that encryption is already available on WhatsApp, and that criminal activity of this type can already be undertaken within WhatsApp alone. But with a combined user count of 3.58 billion people per month across its family of apps, that’s a significantly broader interconnection of people than WhatsApp’s 2 billion active users, which, arguably, could open the door to far more potential harm and danger in this respect.
Really, there’s no right answer here. Privacy advocates will argue that encryption should be the standard, and that more people are actually more protected, on balance, by enhanced security measures. But there is also an undeniable risk in shielding even more criminal groups from detection.
Either way, right now, Meta seems determined to push ahead with the plan, which will weld all of its messaging tools together, and also make it more difficult to break-up its network, if any antitrust decisions don’t go Meta’s way, and it’s potentially pressed to sell-off Instagram or WhatsApp as a result.
But expect more debate to be had, in more countries, as Meta continues to justify its decision, and regulatory and law enforcement groups seek more options to help maintain a level of accessibility for criminal investigations and detection.
What do Meta’s New Safety Initiatives to Protect Women Really Mean for Women in India?
WhatsApp Beta Testing Skin Tone Combinations for Couple Emojis on Android, Sticker Store on Desktop
Facebook Owner Meta Launches New Platform, Safety Hub to Protect Women in India
Clubhouse Adds Support for 13 New Languages Including Bengali and Marathi, Rolls Out ‘Topics’ Feature
What Is Social Media Management? (Plus 9 Tools for 2022)
Facebook, Instagram Remove Chinese Accounts Over Fake ‘Swiss Biologist’ COVID-19 Origin Claims
Facebook and Instagram to launch Mena campaign to prevent child exploitation online
Facebook connects its Workplace to Microsoft Teams • The Register
The RNC Is Raising Funds Off Trump’s New Social-Media Platform
Which Social Media Network Do Teens Like the Most?
Twitter joins backlash against Australian plan to ID social media users
Pinterest Q3 Revenue Up 43 Percent as Ad Spending Booms in Holiday Rush
WHATSAPP1 week ago
WhatsApp may soon allow users to react to messages
PINTEREST1 week ago
Getting the Most Out of Shopify
SNAPCHAT1 week ago
Can you undo a friend request on Snapchat?
INSTAGRAM1 week ago
5 apps for scheduling Instagram posts on iPhone and Android
OTHER1 week ago
How to Use Story to Boost Your YouTube Views
PINTEREST1 week ago
Social Media Marketing Trends To Watch In 2022
TWITTER1 week ago
Twitter Investigating Bug Causing Unexpected Logouts on iOS 15
TWITTER1 week ago
Elon Musk has sold more than half of the Tesla stock that Twitter informed him.