Fake or advert: between disinformation and digital marketing | IGF 2023 Networking Session #171

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The analysis explores the important role of the private sector, particularly local businesses, in addressing the issue of disinformation. It suggests that the definition of the private sector should be expanded beyond just big tech companies to include local business communities.

These communities are both contributors to and victims of disinformation, making it crucial to involve them in tackling this problem.

The analysis highlights the need to sensitize companies about the potential ramifications of their advertising placements. It points out that companies may indirectly support disinformation through their advertising spending, with ads appearing on disreputable websites associated with disinformation.

Therefore, companies must go beyond simply reaching audiences and consider the potential negative consequences of their ad placements.

The business community is seen as a key player in improving information spaces and combating disinformation. It is noted that a growing segment of companies is recognizing the dangers posed by disinformation.

These companies can support independent journalism through ethical advertising and other means. By investing in healthier information spaces, businesses can contribute to creating a diverse and reliable range of information for the public.

The analysis underscores the need for global support and responsible business practices to foster healthier information spaces.

The report by the Center for International Private Enterprise (CIPE) and the Center for International Media Assistance (CIMA) emphasizes ethical advertising as one way to support independent journalism. It suggests that responsible businesses have the power to promote and maintain healthy information spaces through their practices and collaborations.

Independent journalism is emphasized as being vital in combating disinformation.

It is recognized for providing a diverse range of information to the public, countering the spread of false or misleading information. This underlines the importance of supporting independent journalism in efforts to tackle disinformation.

Furthermore, the analysis notes that local businesses can play a significant role in investing in healthy information insights and independent journalism.

They can contribute through various strategies, such as ethical advertising, impact investment, blended finance, corporate philanthropy, and corporate social responsibility (CSR) initiatives. These initiatives enable local businesses to have a positive impact on information spaces and support the work of independent journalists.

Collaboration between government, civil society, and the private sector is identified as essential in addressing disinformation effectively.

It is noted that the biggest danger lies in governments passing laws without consulting civil society and local private sector representatives. On the other hand, collaboration and dialogue can lead to more informed policies and effective measures against disinformation.

A noteworthy observation is the value of bringing local business organizations together as part of broader coalitions to secure the information space.

In the Philippines, for example, the collaboration between the Philippine Association of National Advertising and the Makati Business Club was instrumental in discussing and addressing issues related to information security. By uniting local business organizations, effective measures can be taken to safeguard information spaces and combat disinformation.

In conclusion, the analysis underscores the crucial role of the private sector, particularly local businesses, in addressing disinformation.

It promotes the inclusion of local businesses in efforts to combat disinformation and emphasizes the need for responsible advertising practices and support for independent journalism. Collaboration between government, civil society, and the private sector is crucial, and local business organizations can contribute to securing information spaces through broader coalitions.

By working together, these stakeholders can foster healthier information environments and mitigate the negative impacts of disinformation.

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Political advertising plays a significant role in modern political systems, but it is a complex and problematic issue. This form of advertising has the potential to be weaponised and has frequently been used for data targeting, as highlighted by the Cambridge Analytica scandal.

The misuse of data for political purposes poses a serious challenge to the integrity of elections and democratic processes.

It is argued that the role of political advertising needs better management and interventions to address these challenges. Election observation groups, such as the National Democratic Institute (NDI), engage in monitoring political advertising to ensure transparency and fairness.

However, the Cambridge Analytica incident has underscored the need for stronger measures to regulate the use of data in political campaigns.

The involvement of digital influencers in political advertising further complicates the situation. There is a difficulty in distinguishing their actions as independent content creators from their role as political marketers.

This blurring of lines makes it challenging to discern the extent of influence they have over public opinion and the potential impact on political campaigns.

To mitigate the risks associated with political advertising, it is argued that regulation should be developed to observe how advertisements contribute to disinformation in political campaigns.

The dissemination of false or misleading information poses a serious threat to the integrity of elections and public trust. The difficulty lies in distinguishing between political content and other types of content circulating on the internet, which requires careful monitoring and regulation.

In Brazil, there is a self-regulating council for government advertisements.

This council, overseen by the Brazilian Internet Steering Committee and advised by technical expert Juliana, aims to ensure that government advertisements adhere to ethical and legal standards. While the self-regulatory framework is in place, it is important to consider how measures to mitigate risks can interact with this framework and state regulations.

The potential for regulatory capture within self-regulating councils and other complexities must be acknowledged and carefully addressed.

In conclusion, the role of political advertising in modern political systems necessitates better management and intervention. The weaponisation of political advertising, data targeting, challenges related to digital influencers, and the dissemination of disinformation all underscore the need for regulation and monitoring.

As seen in Brazil, self-regulatory councils can play a role in ensuring ethical advertising practices, but it is crucial to consider the interactions between mitigation measures, self-regulatory frameworks, and state regulations. By addressing these concerns, steps can be taken towards fostering fair and transparent political campaigns and preserving the integrity of democratic processes.

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An analysis of the role of marketing companies in the disinformation ecosystem reveals various perspectives. One viewpoint asserts that marketing companies are integral to the spread of disinformation. They excel in providing marketing strategies and facilitating effective micro-targeting, enabling the dissemination of misleading information.

This complex ecosystem is formed by the involvement of multiple private companies in digital marketing and disinformation.

Contrarily, another perspective argues that the distinction between companies offering marketing services is blurred. This lack of clarity makes it challenging to define individual responsibilities in the disinformation ecosystem.

For instance, Meta, a digital platform, provides marketing advice and services to influential clients, while newspaper companies in Peru act as intermediaries. This emphasises the need for a comprehensive understanding of the different actors involved to effectively combat disinformation.

The analysis also notes the impact of the Cambridge Analytica model on digital marketing and disinformation companies.

This model, involving detailed data analysis and targeting strategies, serves as a reference for manipulating public opinion. However, its full implementation requires sufficient resources and interest. In cases of limited time or money, certain elements of the model may be utilised.

Having an understanding of country-specific marketing services is essential in addressing disinformation effectively.

The analysis highlights the wide range of marketing services available in the global South, reflecting diverse resources. Additionally, journalists and influencers can play significant roles in the disinformation ecosystem. Therefore, a tailored approach is necessary to combat disinformation successfully.

Shifting focus to political advertising, the analysis underscores the importance of identifying the various actors involved to ensure transparency.

The entities involved in political advertising include marketing companies, influencers, data providers, data analysts, media production companies, digital communication and public relations firms, and fact-checking and public opinion companies. A thorough understanding of this ecosystem is crucial for promoting transparency in political campaigns.

Regulation is suggested as a solution for promoting transparency and protecting human rights in political advertising.

However, striking the right balance with freedom of expression is essential. It is recommended that regulation extend beyond digital platforms to include companies engaged in political advertising.

Lastly, the analysis highlights the significance of inclusivity and raising awareness of human rights frameworks among companies involved in political advertising.

Some companies may not fully comprehend their role within the context of human rights. By fostering inclusion and promoting awareness, ethical implications associated with political advertising can be addressed.

In conclusion, a comprehensive understanding of the role of marketing companies in the disinformation ecosystem is crucial.

The blurred boundaries between companies and the influence of models like Cambridge Analytica must be acknowledged. Tailored approaches, regulation, and a focus on human rights and inclusion are necessary to effectively combat disinformation and promote transparency in political advertising.

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The commercial marketing industry has always been a significant source of funding for newspapers and has a critical influence in shaping the information environment. Understanding how programmatic ads work and how they finance online ad campaigns is crucial for making informed choices and structures for online advertisements.

In Brazil, workshops were conducted with digital marketing actors, highlighting the necessity of integrating robust risk analysis into marketing and advertising content creation.

This is aimed at tackling the risks associated with disinformation and hate speech. By embedding risk analysis, marketing campaigns and advertisements can be developed with the necessary precautions to counteract disinformation.

Heloisa Massaro advocates for the development of best practices and guidelines for the advertising industry to mitigate potential negative effects on the information environment.

The Internet Lab conducted a project called “Desinfo,” initiating a dialogue on best practices and guidelines in the advertising industry.

The influence of digital influencers in politics is seen as a problem due to the difficulty in separating their work from their political marketing roles.

This raises concerns about the transparency and credibility of the information disseminated by digital influencers.

Self-regulatory bodies play a crucial role in addressing disinformation in advertising. Discussions are held regarding measures to mitigate risks through self-regulation, promoting responsible advertising practices.

Exploring regulatory approaches is also important in handling disinformation in advertising.

Mention is made of a platform regulatory build that tackles fake news in Brazil. These regulatory approaches aim to create a more accountable and transparent environment in the advertising industry.

To summarize, the commercial marketing industry significantly influences the information landscape.

Understanding programmatic ads, integrating risk analysis, and developing best practices and guidelines are essential in addressing disinformation and ensuring responsible advertising practices. It is important to address the influence of digital influencers and explore regulatory approaches to mitigate potential negative effects on the information environment.

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Disinformation has been a longstanding issue in the global south, with its roots tracing back to colonial periods. During this time, various forms of communication and propaganda were used to justify the subjugation of the colonised. In the post-colonial era, states in the global south have continued to control the media and engage in disinformation campaigns, aimed at limiting critical voices and maintaining their power.

The scholarly production around disinformation reached its peak in 2016, following elections in the United States, bringing increased attention to the issue.

The advancement of new technologies has further amplified existing trends and forms of disinformation, posing a significant challenge to the global south.

The global south faces a dual threat to its information landscape, both externally and internally. Foreign influence operations draw on historical loyalties and presences in the region, while repressive states exploit the fight against “fake news” to enact laws that effectively criminalise dissent and restrict freedom of expression.

Another factor contributing to the proliferation of misinformation in the global south is misleading advertising and sensationalist journalism.

These practices can promote false information and pose a challenge to the sustainability of small, independent media outlets which often rely on advertising for financial support. Economic downturns, in particular, can lead to cutbacks on advertising, further threatening the viability of local news outlets.

Despite these challenges, citizens in the global south are actively combating disinformation through various strategies.

These strategies are often intertwined with other struggles, such as those for internet access, digital rights, media freedom and education. It is crucial to acknowledge the agency of individuals in the global south in the fight against disinformation.

In terms of political advertising regulations, South Africa currently faces a disconnect between the outdated regulations and the current social media climate.

Regulations primarily focus on traditional broadcast channels and newspapers, failing to address the unconventional methods employed by political parties in the digital realm. As a result, there is a need to update and adapt regulations to match the evolving landscape of political advertising.

While formal regulation is an important aspect of controlling political advertisements, it is insufficient on its own.

Public awareness and understanding of political communication play a pivotal role, along with fact-checking as a crucial part of political discourse. A coalition of journalists and civil society organisations is necessary to scrutinise political parties’ claims and ensure accuracy and transparency.

In conclusion, the issue of disinformation in the global south is multifaceted and complex.

It stems from historical contexts and continues to be perpetuated by external influences and domestic repression. Misleading advertising and sensationalist journalism add further challenges to the region’s media landscape. However, the agency of citizens, along with updated regulations and collaborative efforts, can mitigate the effects of disinformation and uphold peace, justice and strong institutions in the global south.

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The analysis provided reveals the detrimental consequences of false and misleading information being spread through the Internet and digital platforms. It argues that the Internet has allowed the dissemination of unreliable news and misleading content on a large scale, negatively affecting society.

This widespread dissemination of false information has drawn attention to its harmful effects on society, as it undermines the credibility and reliability of information sources and can potentially manipulate public opinion.

The findings also highlight the role of digital platforms in amplifying and promoting misleading, false, and harmful content.

It is noted that content with demonstrably false information circulates more widely than verified content, feeding the business models of digital platforms. This is further exacerbated by the use of personal and sensitive data by digital platforms, enabling targeted advertising and content distribution across various platforms.

The promotion of such content through sponsored and boosted content has a greater impact on reaching internet users.

In response to these issues, the analysis suggests the need for regulatory initiatives and stricter rules in online advertising. It argues that these regulations should consider specific aspects of information flow, the advertising market, and its actors, as well as how the business models of large platforms favor misinformation.

The analysis emphasizes the importance of establishing strict measures for transparency and advertisement, as well as the corporate responsibility of intermediaries and links in the advertising chain in relation to the integrity of public debate.

Moreover, the analysis supports the call for more transparency and stricter rules in online advertising.

It advocates for the disclosure of the reach and profile involved in advertisements or boosted content, contributing to accountability and limiting the dissemination of false information. The analysis emphasizes the significance of establishing clear guidelines and measures for transparency and advertisement.

Additionally, the analysis highlights the need for locally designed policies to regulate online platforms.

It points to the Brazilian Internet Steering Committee’s consultation process on platform regulations, which addressed issues about concentrations in the online advertising market and the risks of the platform business model, such as disinformation and infodemics. This emphasizes the importance of tailored regulations that consider the specific challenges and dynamics of each region.

The analysis also discusses the challenges of conceptualizing political advertisement and the negative impact of advertisements on health.

It acknowledges the difficulty in determining whether political party content should be classified as advertisement or not. Furthermore, it raises concerns about the effect of advertisements on health, particularly during the pandemic, emphasizing that misleading advertisements about medicines can negatively affect people’s lives.

Notably, some arguments within the analysis reject the idea of self-regulation in the advertisement sector.

They highlight the impact of advertisements on health and emphasize the need for a more serious public discourse on advertisement. They advocate for increased scrutiny and public engagement to address the negative consequences associated with advertising.

In conclusion, the analysis provides insightful observations on the harmful effects of false and misleading information disseminated through the Internet and digital platforms.

It emphasizes the need for regulatory initiatives, transparency measures, and stricter rules in online advertising to protect society from the adverse consequences of misinformation. The analysis also highlights the importance of tailored, locally designed regulations and discusses the challenges surrounding political advertisement and the impact of advertisements on health.