The Unaccounted Failures: A Closer Look at Meta’s Role in the Tigray Conflict

Meta, Facebook, and Human Rights Abuses in Ethiopia

On [date], Amnesty International released a report titled “A death sentence for my father: Meta‘s contribution to human rights abuses in northern Ethiopia,” in which they accuse Meta, the parent company of Facebook, of contributing to serious human rights abuses against Ethiopia’s Tigrayan community during the armed conflict in northern Ethiopia from November 2020 to November 2022. This is not the first time Meta has faced such accusations, as they previously failed to effectively curb the spread of content advocating hatred and violence during the Rohingya crisis in Myanmar.

Amnesty International’s research reveals that Facebook’s algorithmic systems amplified harmful rhetoric targeting the Tigrayan community, while the platform’s content moderation systems failed to appropriately detect and respond to this content. This failure ultimately contributed to the killing of Tigrayan university chemistry professor Meareg Amare, who was targeted in Facebook posts that contained his personal information and false allegations.

The conflict in northern Ethiopia was characterized by a rise in online posts inciting violence and using racial slurs against Tigrayans. Facebook, being a major source of information for many Ethiopians, played a significant role in fueling these human rights abuses. Civil society organizations, human rights experts, and even Meta‘s own Facebook Oversight Board had warned the company about the risks of contributing to violence in Ethiopia, but Meta failed to take appropriate action.

Meta‘s Business Model and Content-Shaping Algorithms

The fundamental issue lies in Meta‘s business model and content-shaping algorithms. These algorithms are designed to maximize user engagement for the purpose of serving targeted ads, leading to the amplification of inflammatory, harmful, and divisive content. Despite Meta‘s attempts to shift the Facebook news feed algorithm in 2018, Amnesty International’s analysis of the Facebook Papers, internal Meta documents disclosed by whistleblower Frances Haugen in 2021, shows that the algorithms remained hard-wired for maximum engagement, disproportionately favoring inflammatory content.

Moreover, evidence from the Facebook Papers suggests that Meta CEO Mark Zuckerberg personally intervened to prevent mitigation measures from being applied in high-risk countries like Ethiopia, as they may have interfered with the company’s engagement metric. This failure to address the inadequacies of their algorithms and take proactive steps to mitigate harm highlights Meta‘s recurring failure to respect human rights.

Meta‘s Responsibility and the Need for Urgent Reforms

Amnesty International argues that Meta has a responsibility to provide remedy for the human rights abuses they have contributed to in Ethiopia. Urgent, wide-ranging reforms are needed to ensure that Meta does not repeat these harms in Ethiopia or in any other country. This includes implementing “break the glass” measures, which are steps Meta can take in crisis contexts to reduce the power of algorithmic amplification, especially in high-risk situations. Meta must also ensure equality and consistency between jurisdictions in terms of the resourcing of content moderation, policy, and human rights teams globally.

States also bear the responsibility to introduce and enforce legislation that effectively regulates Big Tech’s business models and protects human rights. This includes prohibiting targeted advertising based on invasive tracking practices. Additionally, Big Tech companies themselves must take responsibility for respecting human rights, independent of state obligations. When they fail to do so, they should be held accountable for the violations they have caused or contributed to.

Meta has disputed Amnesty International’s findings, but the report includes the response from the company. It is crucial for Meta to address these serious allegations and engage in meaningful dialogue to address the systemic issues within their platform.

The Story of Abrham Meareg and the Call for Accountability

The report highlights the heartbreaking story of Abrham Meareg, the son of Professor Meareg Amare Abrha, who was targeted and killed after being slandered on Facebook. Abrham believes that Facebook directly contributed to his father’s murder and has decided to take legal action against the company in the Kenyan High Court, where the posts that incited his father’s killers were moderated.

Abrham’s call for accountability is a powerful reminder of the devastating impact that social media platforms can have when they fail to take adequate measures to prevent the spread of hate and violence. He demands a public apology from Meta, as well as urgent reforms to ensure the safety of users and prevent future tragedies. Abrham also asks the court to order Meta to fix its safety systems, hire more moderators, and establish a restitution fund for posts leading to violence.

This case raises important questions about the responsibilities of social media platforms and the need for stricter regulations to protect users and prevent human rights abuses. It is a call for Mark Zuckerberg and Meta to take decisive action to ensure that what happened to Abrham’s father and countless others does not happen again.

Editorial: Holding Social Media Platforms Accountable for Human Rights Abuses

Introduction

The report released by Amnesty International shedding light on Meta‘s contribution to human rights abuses in Ethiopia is yet another reminder of the urgent need to hold social media platforms accountable for their actions. This is not an isolated incident, as we have witnessed similar failures in Myanmar with the Rohingya crisis. The power and influence wielded by these platforms, coupled with their profit-driven business models, have created a dangerous situation where the spread of hate speech and incitement to violence can have devastating consequences.

The Impact of Algorithmic Amplification

The main problem lies in the algorithms used by these platforms, which prioritize engagement and maximize user attention. This approach, while beneficial for targeted advertising, has enabled the amplification of harmful and divisive content. The algorithms are designed to promote content that elicits strong emotional responses, often at the expense of accurate and responsible information. This creates an echo chamber that perpetuates hate speech and fosters an environment conducive to human rights abuses.

The Responsibilities of Social Media Platforms

As platforms that play a significant role in shaping public discourse, social media companies have a fundamental responsibility to ensure that their platforms are not used to incite violence or promote hate. This responsibility goes beyond mere content moderation. These companies must invest in robust algorithms that prioritize responsible and accurate information. Furthermore, they must allocate sufficient resources to content moderation teams to ensure prompt and effective response to reports of harmful content.

The Role of Legislation and Regulation

While social media platforms bear a significant responsibility, governments must also step up to regulate and legislate their activities. Existing laws and regulations are often ill-equipped to address the complexities and challenges posed by social media platforms. Stricter legislation is needed to ensure that these platforms operate responsibly, with clear guidelines on content moderation, algorithmic amplification, and privacy practices. Governments must also invest in building capacity within regulatory bodies to effectively monitor and enforce these regulations.

Conclusion

The case of Meta‘s contribution to human rights abuses in Ethiopia serves as a stark reminder of the immense power and influence that social media platforms wield. It is imperative that these platforms take their responsibilities seriously and prioritize the protection of human rights over profit. It is equally crucial for governments to establish robust regulatory frameworks that hold these platforms accountable and protect the rights and safety of users. Only through concerted efforts from both platforms and governments can we hope to prevent the recurrence of such human rights abuses in the future.

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