The European Commission (EC) says Facebook, Google and other tech giants will have to commit to greater efforts to curb misinformation monetization through ‘ad embedding’ ‘ (advertisement placements).
According to the news agency Reuters, Not only the big tech firms, the European Union (EU) regulator also wants smaller search or social media services, private messaging services, ad exchanges, technology providers, etc. Advertising technology, media agencies and e-payment services, e-commerce platforms and crowdfunding systems are also committed to doing the same.
The above proposal is one of several to address a shortcoming in the Voluntary Code of Practice on Misinformation released in 2018 and signed by Google, Facebook, Twitter, Microsoft, Mozilla and TikTok. this switch. Google and other big tech firms will have to commit to limiting ‘ad embedding’. The EC wants platforms to tighten eligibility requirements and content review processes for programs to monetize content and share advertising revenue on its service to prevent the participation of competitors. posting content that is systematically considered disinformation. In contrast, ad technology companies must define the criteria used to place ads and apply measures to verify ad placement. The EC also wants companies to clearly and specifically label advertisements (related to politics or other areas, etc.), and distinguish them as paid content. The newly updated code also provides for the first time key performance indicators to allow authorities to verify that these companies are living up to their commitments. The EC will publish the updated Code of Conduct on May 26.
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