When we hear the phrase "fake news" we often think of politicians and the media. However, businesses also perpetuate fake news, often unwittingly. LeanSpa, an internet retail business that sold purported weight loss products under various brand names, hired LeadClick to provide online advertising through its affiliate network. Toward that end, certain LeadClick affiliates used fake news sites to market LeanSpa products. These fake news sites looked like genuine news sites in that they had logos styled to look like news sites, and they included pictures of supposed reporters next to their articles. The articles generally represented that a reporter had performed independent tests that demonstrated the efficacy of the weight loss products. The websites also frequently included a Consumer Comment section, where purported consumers praised the products. There were no consumers commenting, however, since this content was invented. See this module's assigned textbook reading for a synopsis of the LeadClick case.
Based on this case, the module resources, and your own experience, answer these questions:
Who has or should have primary responsibility for managing fake news and its consequences (i.e., social media companies, advertising companies, business, everyday citizens, government authorities, or others)? Why?
Is it unethical for a company to allow its ads to run on a controversial website—such as one that is promoting untested scientific data or one that includes what is commonly accepted as hate speech—even if doing so generates significant revenue for the company? Explain your position.
In your response posts to your peers, share your own viewpoints and experience.
Full Answer Section
- Businesses: Businesses advertising online should be held accountable for where their ads appear. They should invest in verifying the legitimacy of platforms before placing ads, avoiding sites known for spreading misinformation.
- Government Authorities: While striking a balance with free speech, governments can consider implementing regulations on online advertising practices. They can also invest in promoting public awareness about identifying fake news.
- Everyday Citizens: Media literacy is crucial. Individuals need to be critical consumers of information, verifying sources and cross-referencing information before sharing it.
Ethics of Advertising on Controversial Websites:
In my opinion, allowing ads to run on controversial websites is unethical for several reasons:
- Legitimizes Misinformation: Placing ads on such platforms, even unintentionally, lends them an air of credibility and contributes to the spread of misinformation.
- Financial Incentive for Bad Actors: Ad revenue encourages these websites to continue producing harmful content.
- Brand Reputation Damage: Association with controversial websites can damage a company's reputation, leading to consumer backlash and boycotts.
Alternatives for Businesses:
Businesses can prioritize ethical advertising practices by:
- Verifying Ad Placement: Invest in rigorous verification procedures to ensure ads appear on legitimate platforms.
- Contextual Targeting: Utilize platforms that allow for contextual targeting, placing ads on websites relevant to the advertised product or service.
- Focus on Transparency: Be transparent about advertising practices, allowing consumers to see where their ads are placed.
Discussion Points for Peers:
- How can social media platforms be further incentivized to prioritize combating fake news?
- What role can independent fact-checking organizations play in mitigating fake news?
- Have you encountered fake news related to your field of study or work? How did you identify it?