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Facebook’s Automated Intelligence System

Christian Sutton- February 21, 2021

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About three million businesses advertise on Facebook since it is such a large social media platform with over 2.8 billion users. As these businesses target different audiences, certain companies, like Mighty Well, target their clothes and apparel for people with disabilities and pursue to advertise their products on Facebook.

However, Facebook reject many of products aimed for people with disabilities because its automatic intelligence system perceive that the product violates policy. For example, Mighty Well tried to promote one of their most popular products, the Immuno full zip hoodie, but was rejected as it was accused of the promotion of “medical and health care products and services including medical devices,” though it does not.

Even though Mighty Well appealed the decision and won the ruling, the same thing continues to occur where Facebook’s automatic intelligence system consistently misidentifies their products for medical goods.

According to the Centers of Disease and Control Prevention, 1 in 4 adults in the United States is living with a disability. Therefore, not only does Facebook need to account for a substantial audience but fix their automated intelligence system that implicitly make biases.

I think that Facebook should modify and limit their automated intelligence system for the entry point to the ad and store products because certain products that are desirable among a large audience is not followed upon by. Whether intentional or not, there should not be any rejection of a product targeted for a certain audience. Therefore, the entry point of an ad would probably work best if it were through human interaction, not an automated system.

Source: Why Is Facebook Rejecting These Fashion Ads? – The New York Times (nytimes.com)

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