The labels will immediately start appearing on the selected outlets’ pages, page transparency section and in the ad library. Starting next week, users in the United States will start to see the label appear on these outlets’ individual posts — labels that will eventually be introduced in other countries.

Nathaniel Gleicher, Facebook’s head of security policy, told CNN Business in an interview on Thursday that the company is taking such an approach so users know more about where their information is coming from.

“The concern for us is state media combines the agenda setting power of a media entity with the strategic backing of a state,” Gleicher said. “If you’re reading coverage of a protest, it’s really important you know who is writing that coverage and what motivation they have. The goal of this is to ensure the public will see and understand who is behind it.”

A mockup image representing how Facebook plans to identify state-backed media content. Facebook users in the US will soon start seeing the state-controlled media labels on individual posts.
Facebook first announcd plans for the labels in December, but the roll out comes as state-controlled media outlets, particularly from countries such as China and Russia, have been muddying the waters around the coronavirus pandemic and unrest over the killing of George Floyd at the hands of police. State media outlets, especially in China, have seized upon the recent protests in the past week, questioning why some American officials praise Hong Kong protestors while criticizing US protestors.
A mockup image representing how Facebook plans to identify state-backed media content. Facebook will start rolling out new labels and information on the pages of state-controlled media outlets.

Later this summer, state-controlled media outlets will also be blocked from running advertisements on Facebook in the United States, “out of an abundance of caution” ahead of the US election in November, Gleicher said.

Gleicher said there are no plans to roll out the ad bans elsewhere as state media is the only form of local news in some regions in the world.

Gleicher said Facebook consulted with 65 experts to create its own criteria to define which outlets to label as state-controlled media. These criteria include where the outlet’s funding comes from, editorial transparency, ownership structure and governance, internal accountability mechanisms and third party confirmation of independence. An entity can be state-funded, but deemed independent. Though an initial list of outlets including China’s CCTV and Xinhua, Russia Today and Sputnik will receive the label immediately, Gleicher warned the list is “dynamic” and will change over time. Entities can also appeal their label.

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In 2018 YouTube began labeling videos that came from state-funded media, leading to some outcry from media outlets like Voice of America which are funded by and whose CEO is appointed by the US government, but which say they have a “legislative firewall” that would prohibit interference in objective reporting.
Twitter does not label state-controlled media, but in August stopped accepting advertising from state-controlled news media entities.

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