Facebook fails again to detect hate speech in ads
The test couldn't have been much easier — and Facebook still failed.
Facebook and its parent company Meta flopped once again in a test of how well they could detect obviously violent hate speech in advertisements submitted to the platform by the non-profit groups Global Witness and Foxglove.
The hateful messages focused on Ethiopia, where internal documents obtained by whistleblower Frances Haugen showed that Facebook's ineffective moderation is “literally fanning ethnic violence”, as she said in her 2021 congressional testimony.
In March, Global Witness ran a similar test with hate speech in Myanmar, which Facebook also failed to detect.
The group created 12 text-based ads that used dehumanising hate speech to call for the murder of people belonging to each of Ethiopia's three main ethnic groups — the Amhara, the Oromo and the Tigrayans.
Facebook's systems approved the ads for publication, just as they did with the Myanmar ads. The ads were not actually published on Facebook.
This time around, though, the group informed Meta about the undetected violations. The company said the ads shouldn't have been approved and pointed to the work it has done “building our capacity to catch hateful and inflammatory content in the most widely spoken languages, including Amharic.”
A week after hearing from Meta, Global Witness submitted two more ads for approval, again with blatant hate speech. The two ads, again in written text in Amharic, the most widely used language in Ethiopia, were approved.
Meta did not respond to multiple messages for comment this week.
“We picked out the worst cases we could think of," said Rosie Sharpe, a campaigner at Global Witness.
"The ones that ought to be the easiest for Facebook to detect. They weren't coded
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