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Facebook Says It Won’t Back Down From Allowing Lies in Political Ads Facebook Says It Won’t Back Down From Allowing Lies in Political Ads
(about 1 hour later)
SAN FRANCISCO — Defying pressure from Congress, Facebook on Thursday said that it would continue to allow campaigns to use the site to target advertisements to particular slices of the electorate and that it would not police the truthfulness of the messages that they send out. SAN FRANCISCO — Defying pressure from Congress, Facebook said on Thursday that it would continue to allow political campaigns to use the site to target advertisements to particular slices of the electorate and that it would not police the truthfulness of the messages sent out.
The stance put Facebook, which is the most important digital platform for political ads, at odds with some of the other large tech companies, which have begun to put new limits on political ads. The stance put Facebook, the most important digital platform for political ads, at odds with some of the other large tech companies, which have begun to put new limits on political ads.
Facebook’s decision, which company executives had telegraphed in recent months, is likely to harden criticism of the company heading into this year’s presidential election. Facebook’s decision, telegraphed in recent months by executives, is likely to harden criticism of the company heading into this year’s presidential election.
Political advertising cuts to the heart of Facebook’s outsize role in society, and the company has found itself squeezed between liberal critics, who want it to do a better job of policing its various social media platforms, and conservatives, who say their views are being unfairly muzzled.Political advertising cuts to the heart of Facebook’s outsize role in society, and the company has found itself squeezed between liberal critics, who want it to do a better job of policing its various social media platforms, and conservatives, who say their views are being unfairly muzzled.
The issue has raised important questions regarding how heavy a hand technology companies like Facebook — which also owns Instagram and the messaging app WhatsApp — and Google should exert when deciding what types of political content they will and will not permit.The issue has raised important questions regarding how heavy a hand technology companies like Facebook — which also owns Instagram and the messaging app WhatsApp — and Google should exert when deciding what types of political content they will and will not permit.
By maintaining a status quo, Facebook executives are essentially saying they are doing the best they can without government guidance and see little benefit to the company or the public in changing.By maintaining a status quo, Facebook executives are essentially saying they are doing the best they can without government guidance and see little benefit to the company or the public in changing.
In a blog post, a company official echoed Facebook’s earlier calls for lawmakers to set firm rules.In a blog post, a company official echoed Facebook’s earlier calls for lawmakers to set firm rules.
“In the absence of regulation, Facebook and other companies are left to design their own policies,” Rob Leathern, Facebook’s director of product management overseeing the advertising integrity division, said in the post. “We have based ours 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.”“In the absence of regulation, Facebook and other companies are left to design their own policies,” Rob Leathern, Facebook’s director of product management overseeing the advertising integrity division, said in the post. “We have based ours 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.”
Other social media companies have decided otherwise, and some had hoped Facebook would quietly follow their lead. In late October, Twitter’s chief executive, Jack Dorsey, banned all political advertising from his network, citing the challenges that novel digital systems present to civic discourse. Google quickly followed suit with limits on political ads across some of its properties, though narrower in scope.Other social media companies have decided otherwise, and some had hoped Facebook would quietly follow their lead. In late October, Twitter’s chief executive, Jack Dorsey, banned all political advertising from his network, citing the challenges that novel digital systems present to civic discourse. Google quickly followed suit with limits on political ads across some of its properties, though narrower in scope.
The new policy drew broad criticism. Lawmakers and regulators focused on the targeting of ads to particular slices of the electorate, often called microtargeting, as a top concern. Some critics said the ability to aim ads in such a way made it easier to spread divisive or misleading information. Reaction to Facebook’s policy broke down largely along party lines.
Ellen Weintraub, who sits on the Federal Election Commission, said in a Twitter post on Thursday morning that Facebook’s plan was “weak” and the company was “hurting democracy.” She has called for the elimination microtargeting for political ads. The Trump campaign, which has been highly critical of any attempts by technology companies to regulate political advertising and has already spent more than $27 million on the platform, largely supported Facebook’s decision not to interfere in targeting ads or to set fact-checking standards.
“No one is a bigger believer in transparency than I,” she wrote. “But here, proposing ‘transparency’ solutions is window-dressing when Facebook needs to be putting out the housefire it has lit.” “Our ads are always accurate so it’s good that Facebook won’t limit political messages because it encourages more Americans to be involved in the process,” said Tim Murtaugh, a spokesman for the Trump campaign. “This is much better than the approaches from Twitter and Google, which will lead to voter suppression.”
Senator Brian Schatz, Democrat of Hawaii, said politicians should be held to the same standards as every other Facebook user. Democratic presidential candidates and outside groups decried the decision.
“Politicians should not be free to lie and use Facebook’s targeting system to launch these lies onto the internet with great velocity,” Mr. Schatz said in a statement. “I worry that this is another example of Facebook underestimating the damage they are doing to the very fabric of our democracy.” “Facebook is paying for its own glowing fake news coverage, so it’s not surprising they’re standing their ground on letting political figures lie to you,” Senator Elizabeth Warren said on Twitter.
Facebook has played down the business opportunity in political ads, saying the vast majority of its revenue came from commercial, not political, ads. But lawmakers have noted that Facebook ads could be a focal point of President Trump’s campaign as well as those of top Democrats. Ms. Warren, who has been among the most critical of Facebook and regularly calls for major tech companies to be broken up, reiterated her stance that the social media company should face tougher policies.
“This is about money,” Representative David Cicilline, a Rhode Island Democrat, wrote on Twitter. “Specifically, the $6 billion that will be spent on political ads in 2020 that Facebook will use to continue increasing their profits at the expense of our democracy.” The Biden campaign was similarly critical. The campaign has confronted Facebook over an ad run by President Trump’s campaign that attacked Joseph R. Biden Jr.’s record on Ukraine.
Facebook’s hands-off ad policy has already allowed for misleading advertisements. In October, a Facebook ad from the Trump campaign made false accusations about former Vice President Joseph R. Biden Jr. and his son Hunter Biden. The ad quickly went viral and was viewed by millions. After the Biden campaign asked Facebook to take down the ad, the company refused. “Donald Trump’s campaign can (and will) still lie in political ads,” Bill Russo, the deputy communications director for Mr. Biden, said in a statement. “Facebook can (and will) still profit off it. Today’s announcement is more window dressing around their decision to allow paid misinformation.”
But many Democratic groups willing to criticize Facebook had to walk a fine line; they have pushed for more regulation when it comes to fact-checking political ads, but they have been adamantly opposed to any changes to the ad-targeting features.
On Thursday, some Democratic outside groups welcomed Facebook’s decision not to limit microtargeting, but still thought the policy fell short.
“These changes read to us mostly as a cover for not making the change that is most vital: ensuring politicians are not allowed to use Facebook as a tool to lie to and manipulate voters,” said Madeline Kriger, who oversees digital ad buying at Priorities USA, a Democratic super PAC.
Facebook has played down the business opportunity in political ads, saying the vast majority of its revenue came from commercial, not political, ads. But lawmakers have noted that Facebook ads could be a focal point of Mr. Trump’s campaign as well as those of top Democrats.
Facebook’s hands-off ad policy has already allowed for misleading advertisements. In October, a Facebook ad from the Trump campaign made false accusations about Mr. Biden and his son, Hunter Biden. The ad quickly went viral and was viewed by millions. After the Biden campaign asked Facebook to take down the ad, the company refused.
“Our approach is grounded in Facebook’s fundamental belief in free expression, respect for the democratic process and the belief that, in mature democracies with a free press, political speech is already arguably the most scrutinized speech there is,” Facebook’s head of global elections policy, Katie Harbath, wrote in the letter to the Biden campaign.“Our approach is grounded in Facebook’s fundamental belief in free expression, respect for the democratic process and the belief that, in mature democracies with a free press, political speech is already arguably the most scrutinized speech there is,” Facebook’s head of global elections policy, Katie Harbath, wrote in the letter to the Biden campaign.
In an attempt to provoke Facebook, Senator Elizabeth Warren’s presidential campaign ran an ad falsely claiming that the company’s chief executive, Mark Zuckerberg, was backing the re-election of Mr. Trump. Facebook did not take the ad down. In an attempt to provoke Facebook, Ms. Warren’s presidential campaign ran an ad falsely claiming that the company’s chief executive, Mark Zuckerberg, was backing the re-election of Mr. Trump. Facebook did not take the ad down.
Criticism seemed to stiffen Mr. Zuckerberg’s resolve. Company officials said he and Sheryl Sandberg, Facebook’s president, had ultimately made the decision to stand firm.Criticism seemed to stiffen Mr. Zuckerberg’s resolve. Company officials said he and Sheryl Sandberg, Facebook’s president, had ultimately made the decision to stand firm.
In a strongly worded speech at Georgetown University in October, Mr. Zuckerberg said he believed in the power of unfettered speech, including in paid advertising, and did not want to be in the position to police what politicians could and could not say to constituents. Facebook’s users, he said, should be allowed to make those decisions for themselves.In a strongly worded speech at Georgetown University in October, Mr. Zuckerberg said he believed in the power of unfettered speech, including in paid advertising, and did not want to be in the position to police what politicians could and could not say to constituents. Facebook’s users, he said, should be allowed to make those decisions for themselves.
“People having the power to express themselves at scale is a new kind of force in the world — a Fifth Estate alongside the other power structures of society,” he said.“People having the power to express themselves at scale is a new kind of force in the world — a Fifth Estate alongside the other power structures of society,” he said.
Facebook officials have repeatedly said significant changes to its rules for political or issue ads could harm the ability of smaller, less well-funded organizations to raise money and organize across the network.Facebook officials have repeatedly said significant changes to its rules for political or issue ads could harm the ability of smaller, less well-funded organizations to raise money and organize across the network.
Instead of overhauling its policies, Facebook has made small tweaks. Mr. Leathern said Facebook would add greater transparency features to its library of political advertising in the coming months, a resource for journalists and outside researchers to scrutinize the types of ads run by the campaigns.Instead of overhauling its policies, Facebook has made small tweaks. Mr. Leathern said Facebook would add greater transparency features to its library of political advertising in the coming months, a resource for journalists and outside researchers to scrutinize the types of ads run by the campaigns.
Facebook also will add a feature that allows users to see fewer campaign and political issue ads in their news feeds, something the company has said many users have requested.Facebook also will add a feature that allows users to see fewer campaign and political issue ads in their news feeds, something the company has said many users have requested.
There was considerable debate inside Facebook about whether it should change. Late last year, hundreds of employees supported an internal memo that called on Mr. Zuckerberg to limit the abilities of Facebook’s political advertising products.There was considerable debate inside Facebook about whether it should change. Late last year, hundreds of employees supported an internal memo that called on Mr. Zuckerberg to limit the abilities of Facebook’s political advertising products.
On Dec. 30, Andrew Bosworth, the head of Facebook’s virtual and augmented reality division, wrote on his internal Facebook page that, as a liberal, he found himself wanting to use the social network’s powerful platform against Mr. Trump.On Dec. 30, Andrew Bosworth, the head of Facebook’s virtual and augmented reality division, wrote on his internal Facebook page that, as a liberal, he found himself wanting to use the social network’s powerful platform against Mr. Trump.
But Mr. Bosworth said that even though keeping the current policies in place “very well may lead to” Mr. Trump’s re-election, it was the right decision. Dozens of Facebook employees pushed back on Mr. Bosworth’s conclusions, arguing in the comments section below his post that politicians should be held to the same standard that applies to other Facebook users.But Mr. Bosworth said that even though keeping the current policies in place “very well may lead to” Mr. Trump’s re-election, it was the right decision. Dozens of Facebook employees pushed back on Mr. Bosworth’s conclusions, arguing in the comments section below his post that politicians should be held to the same standard that applies to other Facebook users.
For now, Facebook appears willing to risk disinformation in support of unfettered speech.For now, Facebook appears willing to risk disinformation in support of unfettered speech.
“Ultimately, we don’t think decisions about political ads should be made by private companies,” Mr. Leathern said. “Frankly, we believe the sooner Facebook and other companies are subject to democratically accountable rules on this the better.” “Ultimately, we don’t think decisions about political ads should be made by private companies,” Mr. Leathern said. “Frankly, we believe the sooner Facebook and other companies are subject to democratically accountable rules on this, the better.”
Mike Isaac reported in San Francisco and Cecilia Kang reported from Washington. Mike Isaac reported in San Francisco and Cecilia Kang reported from Washington. Nick Corasaniti contributed reporting from New York.