The UN today presented its “fundamental principles for the integrity of information”, which are mainly aimed at combating online disinformation, rethinking in particular the advertising model of platforms and social networks.
“At a time when billions of people are exposed to fallacious arguments, distortions [of the truth] and lies, these principles chart a clear path, rooted in human rights, including the rights to freedom of expression and opinion”, highlighted the secretary -General of the United Nations, António Guterres, in a statement.
A year ago, the Portuguese diplomat presented a guidance note highlighting the “existential risk” to humanity from online disinformation, even before the meteoric development of new artificial intelligence (AI) tools, where he proposed the development of a species code of conduct that would serve as a reference in this area.
After consultations with various stakeholders in the sector, the document published today, without any binding force, lists five fundamental principles: trust and social resilience; independent, free and pluralistic media; transparency and investigation; public empowerment; and positive incentives.
The UN expects to see them rejected by the main actors – platforms, media, states and the UN.
Although some states are accused of being sources of disinformation campaigns themselves, the document focuses particularly on large technology companies that allow the dissemination of these messages, such as social networks and search engines.
The UN calls on people to refrain from spreading false information and hate speech, in particular by reinforcing measures to guarantee the integrity of information during election campaigns.
“Misinformation and hate should not generate maximum exposure and massive profits”, can be read in the text, which thus calls for questioning the platforms’ automated advertising models (programmatic advertising).
“With such an opaque design, advertising budgets can inadvertently finance individuals, entities or ideas that advertisers do not intend to support, which can be a material risk for brands”, highlighted António Guterres.
The document also calls for the involvement of advertising agencies, joining forces if necessary, to demand transparency from platforms in the advertising publishing chain.
Focusing more specifically on the risks posed by artificial intelligence, Guterres also calls on technology companies in the document to implement clear signaling of all content generated by AI.
Comments