Of ads that Facebook allows on the platform, researchers said the company “misses more ads than they detect, and over half of those detected ads are incorrectly flagged.”
83% of the time, either by flagging “false positive” non-political ads as political, or by failing to flag “true positive” political ads running without a disclaimer.
Andy Stone, a spokesperson for Meta, said in a statement: “The study itself acknowledges that ‘Facebook’s initial ad review already catches most violations,’ that half the ads our review initially missed were caught ‘rather quickly,’ and the ones that weren’t caught represent less than three percent of the 4.2 million political ads the study’s authors claim ran on the platform.” According to, 4.1 million of those 4.2 million political ads were designated as political by advertisers themselves.
Meta has had a rocky relationship with the NYU research team, because it uses a scraper to collect data from the Ad Library, and Meta forbids scraping. Weeks before the 2020 election, Facebook threatened legal action against the researchers, arguing their work infringed on user privacy. The platform subsequently banned them.
For some countries, McCoy said, “detection could be greatly improved with just a little bit of work collecting lists of political candidates and political groups.” Meta’s Stone said this work was ongoing, especially in the run-up to elections in individual countries.McCoy also toldthat in the leadup to the 2020 election, his research team repeatedly saw US political advertisements from the Chinese state media newswire Xinhua News running without a political ad disclaimer.
Stone said it would not be accurate to assume an “abortion is murder” t-shirt would be exempt from authorization and disclosure requirements, and noted the company’s policy regarding merchandise ads is to assess the primary purpose of the ad.found four current ads, running without disclaimers, that appeared to have a primary purpose of social issues advocacy.
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