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Facebook to label all COVID-19 vaccine posts with pointer to official info

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Facebook’s vaccine appointment finder tool (Image credits: Facebook)

Facebook will soon label all posts discussing the coronavirus vaccination with a pointer to official information about COVID-19, it said today.

It also revealed it has implemented some new “temporary” measures aimed at limiting the spread of vaccine misinformation/combating vaccine hesitancy — saying it’s reducing the distribution of content from users that have violated its policies on COVID-19 and vaccine misinformation; or “that have repeatedly shared content debunked as False or Altered by our third-party fact-checking partners”.

It’s also reducing distribution of any COVID-19 or vaccine content that fact-checking partners have rated as “Missing Context”, per the blog post.

While admins for groups with admins or members who have violated its COVID-19 policies will also be required to temporarily approve all posts within their group, it said. (It’s not clear what happens if a group only has one admin and they have violated its policies.)

Facebook will also “further elevate information from authoritative sources when people seek information about COVID-19 or vaccines”, it added.

It’s not clear why users who repeatedly violate Facebook’s COVID-19 policies do not face at least a period of suspension. (We’ve asked the company for clarity on its policies. Update: Facebook said that anyone who repeatedly breaks its policies will be removed from its platform — so its latest “temporary” measures in this area are presumably aimed at tackling the ‘long tail’ of misinformation which may linger (via content reshares etc) even after a policy-violating spreader’s account has been banned.)

“We’re continuing to expand our efforts to address COVID-19 vaccine misinformation by adding labels to Facebook and Instagram posts that discuss the vaccines,” Facebook said in the Newsroom post today.

“These labels contain credible information about the safety of COVID-19 vaccines from the World Health Organization. For example, we’re adding a label on posts that discuss the safety of COVID-19 vaccines that notes COVID-19 vaccines go through tests for safety and effectiveness before they’re approved.”

The incoming COVID-19 information labels are rolling out globally in English, Spanish, Indonesian, Portuguese, Arabic and French (with additional languages touted “in the coming weeks”), per Facebook.

As well as soon rolling out labels “on all posts generally about COVID-19 vaccines” — pointing users to its COVID-19 Information Center — Facebook said it would add additional “targeted” labels about “COVID-19 vaccine subtopics”. So it sounds like it may respond directly to specific anti-vaxxer misinformation it’s seeing spreading on its platform.

“We will also add an additional screen when someone goes to share a post on Facebook and Instagram with an informational COVID-19 vaccine label. It will provide more information so people have the context they need to make informed decisions about what to share,” Facebook added.

The moves follow revelations that an internal Facebook study of vaccine hesitancy — which was reported on by the Washington Post yesterday after it obtained documents on the large-scale internal research effort — found a small number of US users are responsible for driving most of the content that’s hesitant about getting vaccinated.

“Just 10 out of the 638 population segments [Facebook’s study divided US users into] contained 50 percent of all vaccine hesitancy content on the platform,” the Post reported. “And in the population segment with the most vaccine hesitancy, just 111 users contributed half of all vaccine hesitant content.”

Last week the MIT Technology Review also published a deep-dive article probing Facebook’s approach to interrogating, via an internal ‘Responsible AI’ team, the impacts of AI-fuelled content distribution — which accused the company of prioritizing growth and engagement and neglecting the issue of toxic misinformation (and the individual and societal harms that can flow from algorithmic content choices which amplify lies and hate speech).

In the case of COVID-19, lies being spread about vaccination safety or efficacy present a clear and present danger to public health. And Facebook’s PR machine does appear to have, tardily, recognized the extent of the reputational risk it’s facing if it’s platform is associated with driving vaccine hesitancy.

To wit: Also today it’s announced the launch of a global COVID-19 education drive that it says it hopes will bring 50M people “closer to getting vaccinated”.

“By working closely with national and global health authorities and using our scale to reach people quickly, we’re doing our part to help people get credible information, get vaccinated and come back together safely,” Facebook writes in the Newsroom post that links directly to a Facebook post by founder Mark Zuckerberg also trailing the new measures, including the launch of a tool that will show U.S. Facebook users where they can get vaccinated and provide them with a link to make an appointment.

Facebook said it plans to expand the tool to other countries as global vaccine availability steps up. Read Full Article >

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