Facebook have launched a big push to register more peoople for this autumn’s US elections. Among the tools they have created is a ‘Voting Information Center’. From this summer, anyone logging into Facebook, Messenger or Instagram will see a banner advertising the function. Facebook claim they helped 2 million people to register in 2016 and in 2018 and they want to double that number this time.
The Information Center will have information about registering to vote as well as absentee or postal votes, depending on the particular rules of the state they live in.
In addition, Facebook has finalised their opt-out system for political adverts. Users will be able to toggle a switch to block all political and issue based adverts – anything that has a ‘paid for by…’ label. That’s fine, but it is a blunt instrument. There is no ability to choose only to block certain adverts. And it will be interesting to find out (if they will tell us) how many users take up this feature. The good news is that this feature will slowly roll out across other countries that have an advert register.
There are also a couple of small tweaks. The ‘paid for’ disclaimer that indicated a post was an advert used to disappear when an ad was shared. Now that label will stay on the post. Finally, the platform is tracking the amount spent by political contest so that users can identify better what money is being spent where, not just by who. Hopefully that feature will roll across to countries where campaign finance is more tightly regulated as soon as possible.
So, as you might expect, I have a number of concerns about this scheme, even if the overall proposal is very welcome:
- First, however big and bold they are making it seem, this is still not the grand vision that Facebook has been lacking for so long when it comes to political posts, adverts and electoral interference. Until we know what their long term gameplan is, they will continue to fiddle around the edges.
- Second, once again we are looking at a big initiative rolled out for a US election. There is absolutely nothing to indicate when such provisions might be made available in the 150+ other countries in which Facebook has a major influence on voters. Yes – the US election is the biggest single contest this year and Facebook is based there. But having a completely America-centric view on things is deeply damaging to the platform’s reputation in many other countries.
- Third is what is not being said. Facebook is claiming: “By getting clear, accurate and authoritative information to people, we reduce the effectiveness of malicious networks that might try to take advantage of uncertainty and interfere with the election.” My fear is that they will use the existence of the Information Center as an excuse for not acting as they should when leading figures break the platform rules. A month ago President Trump had a post tagged on twitter because it was deemed that he was aiming to spread mistrust in the election system. This was about the only area in which most platforms are prepared to act (although Twitter also censored a post which it claimed was glorifying violence). This week he has again claimed (without justification) that ‘Democrats will stuff ballot boxes with thousands of fake votes’. That, again, is a post aiming to spread mistrust in the election and should have been blocked. But it hasn’t been. If Facebook starts pointing to the information center as the reason they aren’t taking down such posts when they appear on their platform then they will have failed voters rather than served them.