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New Delhi: Meta Platforms India, which runs WhatsApp, Instagram and Facebook in the country, has allegedly failed to filter at least 14 advertising campaigns that include politically inflammatory content amid the ongoing general elections. A report on the matter by US-based activist bodies Eko and India Civil Watch International claimed that the ads were approved between 8-13 May\u2014amid the ongoing seven-phase general elections in the country. However, the report did not offer links for the alleged incendiary content.<\/p>\n<\/p><\/div>\n
\u201cMeta<\/a> is unequipped to detect and label AI-generated ads, despite its new policy committing to do so, and its utter failure to stamp out hate speech and incitement to violence\u2014in direct breach of its own policies,” the report said.<\/p>\n \u201cBetween 8-13 May, Meta approved 14 highly inflammatory ads. These (ads) called for violent uprisings targeting Muslim minorities, disseminated blatant disinformation exploiting communal or religious conspiracy theories prevalent in India’s political landscape, and incited violence through Hindu supremacist narratives. One approved ad also contained messaging mimicking that of a recently-doctored video of Union home minister, Amit Shah,” the report alleged.<\/p>\n The investigation also included content manipulated by generative AI platforms, \u201cproving how quickly and easily this new technology can be deployed to amplify harmful content.”<\/p>\n The report, however, did not include any links to the allegedly inflammatory advertisements<\/a>. A copy of it was seen by Mint<\/i>.<\/p>\n A spokesperson for the activist body Eko did not respond to Mint<\/i>\u2019s request for details on the report. However, an official with knowledge of the matter, requesting anonymity, said that Eko researchers did not share any links of the allegedly problematic content for Meta India to investigate, at least until Tuesday evening. \u201cAs a company, it\u2019s a bit unclear as to what Meta should respond to, since there\u2019s no content for it to investigate as yet,” the official said.<\/p>\n Eko\u2019s researchers claimed in the investigation note that none of the ad campaigns that seemingly passed through Meta\u2019s quality and policy control filters were actually run, and were deleted before the advertising campaigns went live on Meta\u2019s platforms.<\/p>\n A Meta India spokesperson said in a statement, \u201cAs part of our ads review process\u2014which includes both automated and human reviews\u2014we have several layers of analysis and detection, both before and after an ad goes live. Because the authors immediately deleted the ads in question we cannot comment on the claims made.”<\/p>\n To be sure, issues regarding deepfakes, election-related hate speech and misinformation have risen during the seven-phase election process that began on 19 April. Meta as well as Google have been under the radar after deepfake videos on home minister Shah, as well as public figures Aamir Khan and Ranveer Singh were distributed across Big Tech platforms.<\/p>\n Eko, in its investigation note, cited a response from a Meta spokesperson that underlined steps that the company has been taking to curb electoral misinformation. These steps include human-level curation and filtering of ads content, labelling of AI-generated content, and a \u201chigh-priority channel” for the Election Commission <\/a>of India (ECI) to flag content that could have regulatory issues.<\/p>\n A senior policy consultant at a leading Indian think tank, who requested anonymity since the matter is under investigation and they also work with Meta, said that much of the matter\u2019s immediate future will depend on how the ongoing investigation proceeds.<\/p>\n \u201cNo major tech platform will want to risk noncompliance in India\u2014it is too strategically important as a market. However, it will also be important to note if all the policies that most Big Tech firms have spoken about in India have really been implemented\u2014if not, an under-the-radar impact could be seriously impactful on grassroots-level voter impact especially in tier-II markets and beyond,” the consultant said.<\/p>\n \u00a0<\/p>\n \t<\/p>\nWhat Meta says<\/h2>\n