Facebook to protect election integrity, Mark strengthens political ad review process



.Prachi Chouksey 

While the social platforms,mainly facebook, remain a tool in keeping connected large groups or communities, it has become an important asset of the political parties to connect to the masses especially youth.
Citing the recent course of events, facebook founder and CEO, Mark Zuckerberg has now planned to strengthen the laws related to political advertisements and also increase transparency in taking political ads in an attempt to prevent circulation of false information. Zuckerberg made this announcement on Thursday after it was revealed that the Russians used facebook to try to influence the US Presidential polls 2016.
In his nine formulas to make facebook more transparent, he also announced that the social networking site would work with election commissions from various countries during their elections and inform them of online risks facebook has identified.
Interestingly, with facebook being one of the strongest social media platforms used by the major political parties in democratic country India in converting likes into votes, the question remains, will this ‘transparency formulae’ of Mark Zuckerberg affect the Indian electoral politics in the forthcoming constitutional elections.
 Here is what Mark said: 
Today is my first day back in the office after taking parental leave. It was really special to be with Priscilla and August after she was born, and to get to spend some more time with Max.
 While I was out on leave, I spent a lot of time with our teams on the question of Russian interference in the US elections. I made some decisions on the next steps we're taking, and I want to share those with you now.
First, let me say this. I care deeply about the democratic process and protecting its integrity. Facebook's mission is all about giving people a voice and bringing people closer together. Those are deeply democratic values and we're proud of them. I don't want anyone to use our tools to undermine democracy. That's not what we stand for. The integrity of our elections is fundamental to democracy around the world. That's why we've built teams dedicated to working on election integrity and preventing governments from interfering in the elections of other nations. And as we've shared before, our teams have found and shut down thousands of fake accounts that could be attempting to influence elections in many countries, including recently in the French elections.
Now, I wish I could tell you we're going to be able to stop all interference, but that wouldn't be realistic. There will always be bad people in the world, and we can't prevent all governments from all interference. But we can make it harder. We can make it a lot harder. And that's what we're going to do. So today I want to share the steps we're taking to protect election integrity and make sure that Facebook is a force for good in democracy. While the amount of problematic content we've found so far remains relatively small, any attempted interference is a serious issue. Here are 9 things we'll be working on over the next few months. 

Box:  Mark’s 9 step formula
1. We are actively working with the US government on its ongoing investigations into Russian interference. We have been investigating this for many months, and for a while we had found no evidence of fake accounts linked to Russia running ads. When we recently uncovered this activity, we provided that information to the special counsel. We also briefed Congress -- and this morning I directed our team to provide the ads we've found to Congress as well. As a general rule, we are limited in what we can discuss publicly about law enforcement investigations, so we may not always be able to share our findings publicly. But we support Congress in deciding how to best use this information to inform the public, and we expect the government to publish its findings when their investigation is complete. 
2. We will continue our investigation into what happened on Facebook in this election. We may find more, and if we do, we will continue to work with the government. We are looking into foreign actors, including additional Russian groups and other former Soviet states, as well as organizations like the campaigns, to further our understanding of how they used our tools. These investigations will take some time, but we will continue our thorough review. 
3. Going forward -- and perhaps the most important step we're taking -- we're going to make political advertising more transparent. When someone buys political ads on TV or other media, they're required by law to disclose who paid for them. But you still don't know if you're seeing the same messages as everyone else. So we're going to bring Facebook to an even higher standard of transparency. Not only will you have to disclose which page paid for an ad, but we will also make it so you can visit an advertiser's page and see the ads they're currently running to any audience on Facebook. We will roll this out over the coming months, and we will work with others to create a new standard for transparency in online political ads. 
4. We will strengthen our ad review process for political ads. To be clear, it has always been against our policies to use any of our tools in a way that breaks the law -- and we already have many controls in place to prevent this. But we can do more. Most ads are bought programmatically through our apps and website without the advertiser ever speaking to anyone at Facebook. That's what happened here. But even without our employees involved in the sales, we can do better. 
Now, I'm not going to sit here and tell you we're going to catch all bad content in our system. We don't check what people say before they say it, and frankly, I don't think our society should want us to. Freedom means you don't have to ask permission first, and that by default you can say what you want. If you break our community standards or the law, then you're going to face consequences afterwards. We won't catch everyone immediately, but we can make it harder to try to interfere. 
5. We are increasing our investment in security and specifically election integrity. In the next year, we will more than double the team working on election integrity. In total, we'll add more than 250 people across all our teams focused on security and safety for our community. 
6. We will expand our partnerships with election commissions around the world. We already work with electoral commissions in many countries to help people register to vote and learn about the issues. We'll keep doing that, and now we're also going to establish a channel to inform election commissions of the online risks we've identified in their specific elections. 
7. We will increase sharing of threat information with other tech and security companies. We already share information on bad actors on the internet through programs like ThreatExchange, and now we're exploring ways we can share more information about anyone attempting to interfere with elections. It is important that tech companies collaborate on this because it's almost certain that any actor trying to misuse Facebook will also be trying to abuse other internet platforms too. 
8. We are working proactively to strengthen the democratic process. Beyond pushing back against threats, we will also create more services to protect our community while engaging in political discourse. For example, we're looking at adapting our anti-bullying systems to protect against political harassment as well, and we're scaling our ballot information tools to help more people understand the issues. 
9. We have been working to ensure the integrity of the German elections this weekend, from taking actions against thousands of fake accounts, to partnering with public authorities like the Federal Office for Information Security, to sharing security practices with the candidates and parties. We're also examining the activity of accounts we've removed and have not yet found a similar type of effort in Germany. This is incredibly important and we have been focused on this for a while.

With the onset of political campaigns before the elections, in India at least, the level of content and the level of language used starts deteriorating. Moreover, the information sent at times is also misleading. Therefore it becomes necessary to keep a check on the content floated on the social media especially during the course of political campaigning. If Mark Zuckerberg has taken this decision, it is indeed the need of the day,

Sanjay Dwivedi, Political Analyst and Communication Expert opined.  

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