Ethical Explainer

As the word fake news is starting to become a hot topic amongst the tongues of journalists and news anchors across the world, has it made you question what they really are talking about? It is in the name of the subject “fake news” but what does this come down to and how can practitioners avoid being caught up in this?.

SO WHAT IS FAKE NEWS/ADS ?

Fake news is, as quoted from the Cambridge dictionary ” false stories that appear to be news, spread on the internet or using other media, 

usually created to influence political views or as a joke:” This an ethical issue that more commonly is seen in social media. Fake news creates a ripple affect when created. It persuades a viewer to a false realisation or belief through the writing material and too has been found to ruin individuals reputation and persona.Social media platforms are now one of the best ways for a company to get their advertising material across to its target market as social media is so widely used. These platforms although have an obligation to check the legibility of the material put up.

 WHAT ARE THE IMPLICATIONS FOR MEDIA SITES ALLOWING FAKE NEWS/ADS?

Media platforms such as twitter, Instagram, Facebook and many more major go to social mediums create a mass of revenue from advertisement. Without the adequate monitoring of fake advertisements that creep its way into the media platforms are at threat of losing money every time a user clicks on the fake advertisement says the ACCC. A person that has been involved in a fake ad scam that depicts them wrongfully can sue both the company creating the advertisement as well as the social media platform that allows the advertisement for defamation.  In Australia celebrities are constantly associated with fake ad scams that are put on social media platforms that claim that these individuals use and endorse their product, most commonly these being weight lose pills and skin care. Facebook and Google have been found to be the worst offenders in allowing this fake ads on their sites landing them in deep trouble. These platforms retaliating in reassuring advice to those affected saying ““From January to March 2018, we took down 837 million pieces of spam, nearly 100 per cent of which we found and flagged before anyone reported it,” Ms Sanda told Sydney Morning Herald.

AFFECTED BUT WITHOUT A FIGHT

As fraud companies use the face of well-known celebrities, using staged quotes never even spoken by the celebrity themselves. Well up until now Eddy McGuire, TV show host of Millionaire Hot seat and AFL Footy Show . A company in which claimed to profession in the issue of erectile dysfunction and treating this disorder with supplements. Mr McGuire’s own personal reputation was in jeopardy to this fake ad on something that I’m sure no one would want to be publicly displayed to the world

and even his own colleagues. It wasn’t the company although that Mr McGuire threatened legal action against, it was Facebook. As stated previously, social media platforms are being paid to have these adverts on their sites but this means they too have the mandatory obligation to monitor what is actually going up and whether it is non – fictitious. Eddy McGuire and his legal team took action against Facebook and their claimed statement to fake ads “it reviews sponsored material”, threatening legal action for defamatory comments if Facebook did not admit its wrongs and fix the ability for fake adverts to be allowed onto Facebook. Facebook declined to comment but had a spokeswoman for the company outlined that it did not accept any misleading or false advertising but would remove any content that was false in regards to Mr McGuire.

 

WHAT’S BEEN LEARN’T?

The Eddy McGuire case in which found him perceived in a pharmaceutical supplement advert has been one of the first ever celebrities to take action against these fake advertisements. Many celebrities have ignored or just dismissed the issue with a removal request from the social media platforms but Mr McGuire took threat and action to Facebook against his personal attack. This case has been beneficial in tackling down this issue of social media platforms allowing fake adverts onto their sites. Platforms now are to remove any misleading content (advertisements) straight away upon upload. Platforms will find lose of income every time a user clicks on the advertisements and those who are inflicted upon are able to sue platforms for defamation charges.

WARNING TO PRACTITIONERS!

Practitioners in both the social media industry and advertisement need to be aware of the implications and ramifications if they break ethical codes of practice. Advertisers must ensure their ads are 100% liable and back up claims and quotes that they make in advertising material. A person cannot use pictures or names in advertising material as they are not covered under freedom of the press otherwise they can be sued against by the individual whose identity is being used https://www.marketingprofs.com/ea/qst_question.asp?qstID=12714 . Social media sites too must caution what is put onto their sites and remove any misleading or false advertisement that may slip onto their sites immediately.

 

Fake news and advertisements are a cruel and dishonest perception on an individual. It is a harm against ones reputation and persona. Fake ads are a cheap and easy ploy for companies to bring in customers by using false celebrity endorsement. As fake news/ads are such a talked about topic in the push for awareness against them it is important that we really know what they are and how to identify them before we are influenced. Now that your knowledge has been better understand you too can identify what really is a fake news/ad.