Facebook ramps up efforts to curb ‘hateful content’ in ads

Facebook said Friday it would ban a “wider category of hateful content” in ads as the embattled social media giant moved to respond to growing protests over its handling of inflammatory posts.

Chief executive Mark Zuckerberg said Facebook also would add tags to posts that are “newsworthy” but violate platform rules — following the lead of Twitter, which has used such labels on tweets from President Donald Trump.

The new policy on hateful content in ads will “prohibit claims that people from a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity or immigration status are a threat to the physical safety, health or survival of others,” Zuckerberg said.

Facebook has underscored its moves to stem racism in the wake of civil unrest triggered by the May 25 killing of African American George Floyd at the hands of Minneapolis police.

“We invest billions of dollars each year to keep our community safe and continuously work with outside experts to review and update our policies,” a spokesperson said.

“The investments we have made in (artificial intelligence) mean that we find nearly 90 percent of hate speech” and take action before users report it.

– ‘Newsworthy’ exception –

Zuckerberg said the “newsworthy” exemption normally occurs “a handful of times a year,” when Facebook decides to leave up a message that would ordinarily be removed for rule violations.

Under the new policy, Zuckerberg said, “we will soon start labeling some of the content we leave up because it is deemed newsworthy, so people can know when this is the case.”

He said users will be allowed to share the content “but we’ll add a prompt to tell people that the content they’re sharing may violate our policies.”

Twitter in recent weeks has labeled at least one Trump tweet misleading and has flagged others as violating platform rules, accessible only when users click through a warning. The move has angered the president and his allies.

Internet platforms have faced intense pressure from activists following Floyd’s death.

A coalition including the National Association for the Advancement of Colored People (NAACP) has been urging companies to stop advertising on Facebook, using the #StopHateForProfit hashtag.

At the same time, Trump and his allies have voiced anger over what they claim is biased against conservatives.