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Facebook announced in a note today (28) that it will adopt in Brazil, before the elections this year, transparency tools in political announcements. The resources had already been released in May by the company, but were operating in a few countries, such as the United States. The measure focuses on elections, valid for political content in general.
Political ads conveyed by the pages came to the forefront of questions from civil society officials and organizations when Facebook was questioned for its influence over disputes such as the 2016 US elections and the British referendum on Exit The company has been heavily criticized for the data leak of millions of users allegedly used by the British digital marketing company Cambridge in the 2016 suit in favor of the winner, today. President Donald Trump. The possible influence of Russian forces in this process, through the platform, led to the opening of a survey in the Congress of the country
Tools
Users will see ads that are promoted by a page. This is not only if they appear in the content of the timeline (called the news feed), but also when accessing the address of each page. This will also apply to other business services such as Instagram and Messenger. To access the information, the user must search the link "information and announcements". You will also be able to report this type of content.
An identification of political ads will be created to differentiate them from others. This has been a concern manifested in the United States since design of feed news did not bring out this type of content, sometimes confusing it with other ads or even news
File
Another resource on the pages will be the so-called "file", where the ads served by this profile will remain. This type of resource has been loaded by the authorities and experts for the sake that advertising targeting and personalization can be exploited by a candidate, by sending messages addressed to each audience that could even be contradictory.
access to a file, the voter can see everything the candidate will push on the platform.
Facebook also announced that more information on the pages will be made available, whether they advertise or not. Facebook did not specify what kind of information would be added but cited as examples the old names (you can change the names of the pages on the platform) and the dates of creation (a feature that can help identify profiles created specifically for elections or for certain actions
Light on Announcements
In addition to these measures, in April the company had already disclosed other rules for the pages. responsible for these profiles, to ensure identification in the case of many followers.In the first quarter, the company has abandoned six million fake accounts per day through this type of surveillance.
Facebook has made argue that the measures to curb the misuse of the platform.
as well as the pages that broadcast these advertisements, we will be able to prevent abuse by ensuring that people malve They take responsibility for the announcements they make, "said Product Management Manager Rob Leathern and the Director. In the badessment of the lawyer specializing in digital law and a member of the Internet Steering Committee in Brazil Flávia Lefèvre, the ability to access the ads regardless of what appears in the stream of product marketing, Emma Rodgers. the news helps pierce the "bubbles" caused by the selection of the content operated by Facebook's algorithms.
On the other hand, the lawyer takes care with the supervision of the responsible of the pages. "The possibility of having a pseudonym, an alternative account, enhances your freedom of expression.We have had cases of journalists and communicators threatened and killed because they defend certain ideas, which can to silence the mouths of many people. "
Edition: Maria Claudia
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