The latest in the history of misunderstanding
Here’s how it works: A company creates an advertisement, or a store, and sends it to Facebook for approval, an automated process. (If it is a storefront, products can also come through the feed, and each must follow Facebook’s rules.) If the system marks a potential breach, the advertisement or product should be found in the company as non-qualified. Is sent back in form. But the exact word or part of the image that caused the problem has not been identified, meaning it is up to the company where the problem lies.
The company can then appeal the advertisement / listing, or make a change in the image or expect it to pass Facebook regulations. Either way, communication is sent back through an automated system, where it can be reviewed by another automated system, or by a real person.
According to Facebook, it has added thousands of reviewers over the years, but three million Businesses advertise on Facebook, most of which are small businesses. A Facebook spokesperson did not identify what would trigger an appeal being elevated to a human reviewer, or if there was a coded process by which it would happen. Often, small business owners are caught in an endless machine-ruled loop.
“We keep coming up against the problem, there are channels of communication,” Sinéad Burke, an inclusive activist who consults with many brands and platforms, including Juniper. “Access means more than just digital access. And we have to understand who is in the room when this system is created. “
A Facebook spokesperson said the company had employees with disabilities at the executive level, and an accessibility team that worked on Facebook to embed access into the product development process. No questions though Rules governing advertising and store policy Created by Facebook to protect its communities from false medical claims and counterfeit products, they are also rules that, inadvertently, prevent some of those communities from accessing products made for them.
“This is one of the most common problems we see,” said Tobias Matzner, a professor of media, algorithms and society at Paderborn University in Germany. “Algorithms solve the problem of efficiency on a grand scale” – by detecting patterns and making assumptions – “but in doing that one thing, they do all kinds of other things, such as hurting small businesses.”