The European Commission documents seen by Reuters show that Facebook, Alphabet’s Google and other technology giants will have to make more efforts to curb the monetization of false information through advertising.
EU executives also hope that smaller social media or search services, private messaging services, advertising transactions, advertising technology providers, communication agencies and electronic payment services, e-commerce platforms, and crowdfunding/donation systems promise to do so. The document says.
The proposal is one of several proposals aimed at addressing the flaws in the voluntary code of conduct regarding false information introduced in 2018, and Google, Facebook, Twitter, Microsoft, Mozilla, and TikTok have signed the code.
The document said: “In particular, one area where the Code has failed to make sufficient progress is the de-circulation of false information, and online advertising continues to encourage the spread of false information.”
The European Commission hopes that the platform will tighten the eligibility requirements and content review procedures for content profitability, and prohibit advertising revenue sharing plans on its services to prevent the participation of participants who plan to publish falsely promoted content.
In turn, ad technology companies should determine the standards used to place advertisements and take steps to verify the placement of advertisements.
The document also hopes that the company will clearly and effectively label political and issue-based advertisements, distinguishing them as paid content.
The updated code of conduct also sets key performance indicators for the first time so that the competent authority can verify whether the company has fulfilled its promises.
The company will obtain a draft commitment before the end of September. The committee will submit the updated regulations on May 26.
Thomson Reuters 2021 ©