Facebook and Google are the most powerful companies in the global economy. Part of their appeal to shareholders is that their gigantic advertising businesses operate with almost no human intervention. Algorithms can be beautiful in mathematical terms, but they are only as good as the people who create them. In the case of Facebook and Google, the algorithms have flaws that are increasingly obvious and dangerous.
Thanks to the U.S. government’s laissez-faire approach to regulation, the internet platforms were able to pursue business strategies that would not have been allowed in prior decades. No one stopped them from using free products to centralize the internet and then replace its core functions. No one stopped them from siphoning off the profits of content creators. No one stopped them from gathering data on every aspect of every user’s internet life. No one stopped them from amassing market share not seen since the days of Standard Oil. No one stopped them from running massive social and psychological experiments on their users. No one demanded that they police their platforms. It has been a sweet deal.
Facebook and Google are now so large that traditional tools of regulation may no longer be effective. The European Union challenged Google’s shopping price comparison engine on antitrust grounds, citing unfair use of Google’s search and AdWords data. The harm was clear: most of Google’s European competitors in the category suffered crippling losses. The most successful survivor lost 80 percent of its market share in one year. The EU won a record $2.7 billion judgment—which Google is appealing. Google investors shrugged at the judgment, and, as far as I can tell, the company has not altered its behavior. The largest antitrust fine in EU history bounced off Google like a spitball off a battleship.
It reads like the plot of a sci-fi novel: a technology celebrated for bringing people together is exploited by a hostile power to drive people apart, undermine democracy, and create misery. This is precisely what happened in the United States during the 2016 election. We had constructed a modern Maginot Line—half the world’s defense spending and cyber-hardened financial centers, all built to ward off attacks from abroad—never imagining that an enemy could infect the minds of our citizens through inventions of our own making, at minimal cost. Not only was the attack an overwhelming success, but it was also a persistent one, as the political party that benefited refuses to acknowledge reality. The attacks continue every day, posing an existential threat to our democratic processes and independence.
We still don’t know the exact degree of collusion between the Russians and the Trump campaign. But the debate over collusion, while important, risks missing what should be an obvious point: Facebook, Google, Twitter, and other platforms were manipulated by the Russians to shift outcomes in Brexit and the U.S. presidential election, and unless major changes are made, they will be manipulated again. Next time, there is no telling who the manipulators will be.
Awareness of the role of Facebook, Google, and others in Russia’s interference in the 2016 election has increased dramatically in recent months, thanks in large part to congressional hearings on October 31 and November 1. This has led to calls for regulation, starting with the introduction of the Honest Ads Act, sponsored by Senators Mark Warner, Amy Klobuchar, and John McCain, which attempts to extend current regulation of political ads on networks to online platforms. Facebook and Google responded by reiterating their opposition to government regulation, insisting that it would kill innovation and hurt the country’s global competitiveness, and that self-regulation would produce better results.
But we’ve seen where self-regulation leads, and it isn’t pretty. Unfortunately, there is no regulatory silver bullet. The scope of the problem requires a multi-pronged approach.
First, we must address the resistance to facts created by filter bubbles. Polls suggest that about a third of Americans believe that Russian interference is fake news, despite unanimous agreement to the contrary by the country’s intelligence agencies. Helping those people accept the truth is a priority. I recommend that Facebook, Google, Twitter, and others be required to contact each person touched by Russian content with a personal message that says, “You, and we, were manipulated by the Russians. This really happened, and here is the evidence.” The message would include every Russian message the user received.
This idea, which originated with my colleague Tristan Harris, is based on experience with cults. When you want to deprogram a cult member, it is really important that the call to action come from another member of the cult, ideally the leader. The platforms will claim this is too onerous. Facebook has indicated that up to 126 million Americans were touched by the Russian manipulation on its core platform and another twenty million on Instagram, which it owns. Together those numbers exceed the 137 million Americans who voted in 2016. What Facebook has offered is a portal buried within its Help Center where curious users will be able to find out if they were touched by Russian manipulation through a handful of Facebook groups created by a single troll farm. This falls far short of what is necessary to prevent manipulation in 2018 and beyond. There’s no doubt that the platforms have the technological capacity to reach out to every affected person. No matter the cost, platform companies must absorb it as the price for their carelessness in allowing the manipulation.
Second, the chief executive officers of Facebook, Google, Twitter, and others—not just their lawyers—must testify before congressional committees in open session. As Senator John Kennedy, a Louisiana Republican, demonstrated in the October 31 Senate Judiciary hearing, the general counsel of Facebook in particular did not provide satisfactory answers. This is important not just for the public, but also for another crucial constituency: the employees who keep the tech giants running. While many of the folks who run Silicon Valley are extreme libertarians, the people who work there tend to be idealists. They want to believe what they’re doing is good. Forcing tech CEOs like Mark Zuckerberg to justify the unjustifiable, in public—without the shield of spokespeople or PR spin—would go a long way to puncturing their carefully preserved cults of personality in the eyes of their employees.
These two remedies would only be a first step, of course. We also need regulatory fixes. Here are a few ideas.
First, it’s essential to ban digital bots that impersonate humans. They distort the “public square” in a way that was never possible in history, no matter how many anonymous leaflets you printed. At a minimum, the law could require explicit labeling of all bots, the ability for users to block them, and liability on the part of platform vendors for the harm bots cause.
Second, the platforms should not be allowed to make any acquisitions until they have addressed the damage caused to date, taken steps to prevent harm in the future, and demonstrated that such acquisitions will not result in diminished competition. An underappreciated aspect of the platforms’ growth is their pattern of gobbling up smaller firms—in Facebook’s case, that includes Instagram and WhatsApp; in Google’s, it includes YouTube, Google Maps, AdSense, and many others—and using them to extend their monopoly power.
This is important, because the internet has lost something very valuable. The early internet was designed to be decentralized. It treated all content and all content owners equally. That equality had value in society, as it kept the playing field level and encouraged new entrants. But decentralization had a cost: no one had an incentive to make internet tools easy to use. Frustrated by those tools, users embraced easy-to-use alternatives from Facebook and Google. This allowed the platforms to centralize the internet, inserting themselves between users and content, effectively imposing a tax on both sides. This is a great business model for Facebook and Google—and convenient in the short term for customers—but we are drowning in evidence that there are costs that society may not be able to afford.
by Roger McNamee, Washington Monthly | Read more:
Image: Chris Matthews
Thanks to the U.S. government’s laissez-faire approach to regulation, the internet platforms were able to pursue business strategies that would not have been allowed in prior decades. No one stopped them from using free products to centralize the internet and then replace its core functions. No one stopped them from siphoning off the profits of content creators. No one stopped them from gathering data on every aspect of every user’s internet life. No one stopped them from amassing market share not seen since the days of Standard Oil. No one stopped them from running massive social and psychological experiments on their users. No one demanded that they police their platforms. It has been a sweet deal.
Facebook and Google are now so large that traditional tools of regulation may no longer be effective. The European Union challenged Google’s shopping price comparison engine on antitrust grounds, citing unfair use of Google’s search and AdWords data. The harm was clear: most of Google’s European competitors in the category suffered crippling losses. The most successful survivor lost 80 percent of its market share in one year. The EU won a record $2.7 billion judgment—which Google is appealing. Google investors shrugged at the judgment, and, as far as I can tell, the company has not altered its behavior. The largest antitrust fine in EU history bounced off Google like a spitball off a battleship.
It reads like the plot of a sci-fi novel: a technology celebrated for bringing people together is exploited by a hostile power to drive people apart, undermine democracy, and create misery. This is precisely what happened in the United States during the 2016 election. We had constructed a modern Maginot Line—half the world’s defense spending and cyber-hardened financial centers, all built to ward off attacks from abroad—never imagining that an enemy could infect the minds of our citizens through inventions of our own making, at minimal cost. Not only was the attack an overwhelming success, but it was also a persistent one, as the political party that benefited refuses to acknowledge reality. The attacks continue every day, posing an existential threat to our democratic processes and independence.
We still don’t know the exact degree of collusion between the Russians and the Trump campaign. But the debate over collusion, while important, risks missing what should be an obvious point: Facebook, Google, Twitter, and other platforms were manipulated by the Russians to shift outcomes in Brexit and the U.S. presidential election, and unless major changes are made, they will be manipulated again. Next time, there is no telling who the manipulators will be.
Awareness of the role of Facebook, Google, and others in Russia’s interference in the 2016 election has increased dramatically in recent months, thanks in large part to congressional hearings on October 31 and November 1. This has led to calls for regulation, starting with the introduction of the Honest Ads Act, sponsored by Senators Mark Warner, Amy Klobuchar, and John McCain, which attempts to extend current regulation of political ads on networks to online platforms. Facebook and Google responded by reiterating their opposition to government regulation, insisting that it would kill innovation and hurt the country’s global competitiveness, and that self-regulation would produce better results.
But we’ve seen where self-regulation leads, and it isn’t pretty. Unfortunately, there is no regulatory silver bullet. The scope of the problem requires a multi-pronged approach.
First, we must address the resistance to facts created by filter bubbles. Polls suggest that about a third of Americans believe that Russian interference is fake news, despite unanimous agreement to the contrary by the country’s intelligence agencies. Helping those people accept the truth is a priority. I recommend that Facebook, Google, Twitter, and others be required to contact each person touched by Russian content with a personal message that says, “You, and we, were manipulated by the Russians. This really happened, and here is the evidence.” The message would include every Russian message the user received.
This idea, which originated with my colleague Tristan Harris, is based on experience with cults. When you want to deprogram a cult member, it is really important that the call to action come from another member of the cult, ideally the leader. The platforms will claim this is too onerous. Facebook has indicated that up to 126 million Americans were touched by the Russian manipulation on its core platform and another twenty million on Instagram, which it owns. Together those numbers exceed the 137 million Americans who voted in 2016. What Facebook has offered is a portal buried within its Help Center where curious users will be able to find out if they were touched by Russian manipulation through a handful of Facebook groups created by a single troll farm. This falls far short of what is necessary to prevent manipulation in 2018 and beyond. There’s no doubt that the platforms have the technological capacity to reach out to every affected person. No matter the cost, platform companies must absorb it as the price for their carelessness in allowing the manipulation.
Second, the chief executive officers of Facebook, Google, Twitter, and others—not just their lawyers—must testify before congressional committees in open session. As Senator John Kennedy, a Louisiana Republican, demonstrated in the October 31 Senate Judiciary hearing, the general counsel of Facebook in particular did not provide satisfactory answers. This is important not just for the public, but also for another crucial constituency: the employees who keep the tech giants running. While many of the folks who run Silicon Valley are extreme libertarians, the people who work there tend to be idealists. They want to believe what they’re doing is good. Forcing tech CEOs like Mark Zuckerberg to justify the unjustifiable, in public—without the shield of spokespeople or PR spin—would go a long way to puncturing their carefully preserved cults of personality in the eyes of their employees.
These two remedies would only be a first step, of course. We also need regulatory fixes. Here are a few ideas.
First, it’s essential to ban digital bots that impersonate humans. They distort the “public square” in a way that was never possible in history, no matter how many anonymous leaflets you printed. At a minimum, the law could require explicit labeling of all bots, the ability for users to block them, and liability on the part of platform vendors for the harm bots cause.
Second, the platforms should not be allowed to make any acquisitions until they have addressed the damage caused to date, taken steps to prevent harm in the future, and demonstrated that such acquisitions will not result in diminished competition. An underappreciated aspect of the platforms’ growth is their pattern of gobbling up smaller firms—in Facebook’s case, that includes Instagram and WhatsApp; in Google’s, it includes YouTube, Google Maps, AdSense, and many others—and using them to extend their monopoly power.
This is important, because the internet has lost something very valuable. The early internet was designed to be decentralized. It treated all content and all content owners equally. That equality had value in society, as it kept the playing field level and encouraged new entrants. But decentralization had a cost: no one had an incentive to make internet tools easy to use. Frustrated by those tools, users embraced easy-to-use alternatives from Facebook and Google. This allowed the platforms to centralize the internet, inserting themselves between users and content, effectively imposing a tax on both sides. This is a great business model for Facebook and Google—and convenient in the short term for customers—but we are drowning in evidence that there are costs that society may not be able to afford.
by Roger McNamee, Washington Monthly | Read more:
Image: Chris Matthews
