The Ethics of “Giving People a Voice” on Facebook

Should social media platforms have the power to influence politics through advertising?

The author of Raicu (2019) argues that Facebook's approach to political advertising is contradictory—it claims to give people a voice while amplifying some voices and suppressing others. This imbalance contributes to misinformation, voter suppression, and an uneven political playing field where well-funded candidates have an advantage. While these concerns are valid, I argue that Facebook’s undeniable influence over political decision-making gives it a moral responsibility to regulate the content of political ads. However, an outright ban is not the right solution, as it could limit free speech and create unintended harm.

Social media has become an unavoidable force in shaping public opinion.

I agree with the author that social media influences people on a massive scale, becoming part of their lived experience and impacting critical decisions, including voting. Even Mark Zuckerberg has acknowledged that Facebook cannot avoid this influence. Because of this, the platform must act ethically to prevent manipulation and ensure informed decision-making. In recent elections, political operatives exploited Facebook’s algorithm to target undecided voters, either persuading them to vote for a particular candidate or actively discouraging them from voting at all. This highlights Facebook’s moral responsibility to prevent misinformation and anti-democratic practices in political advertising.

Micro-targeting enables political campaigns to manipulate narratives.

Facebook’s extreme micro-targeting capabilities allow political campaigns to tailor messages for specific sub-groups, increasing the risk of spreading contradictory narratives. In the 2024 election, both political parties used micro-targeting to present completely different views on the same issue to different audiences. As reported by CNN (2024) and The Guardian (2024), this strategy allowed campaigns to appeal to voters—including those within the same party—by promoting opposite messages. This form of manipulation erodes trust in political discourse. Despite this, Facebook takes no action to prevent misleading practices, allowing politicians to shape narratives without accountability.

Facebook enforces its misinformation policies inconsistently.

While Facebook claims that ads containing false information are prohibited, its enforcement has been unreliable. Reports from The Bureau of Investigative Journalism (2024) revealed that Facebook failed to block thousands of political ads containing false claims, demonstrating gaps in its content moderation. These inconsistencies suggest that enforcement is more lenient when misinformation comes from paid advertisements, allowing those with financial resources to spread misleading content more freely.

The missing piece in this debate: how to solve the problem.

The author criticizes Facebook’s lack of transparency and its failure to regulate misinformation but does not propose a concrete solution. While she raises valid concerns, I disagree with the notion that banning political ads is the best course of action. From a utilitarian perspective, political ads provide candidates with a powerful communication tool. From a free speech standpoint, banning them may do more harm than good.

The real solution lies in media literacy, not censorship.

Rather than removing political ads, Facebook should focus on educating users about media literacy and critical thinking. Research by Machete & Turpin (2020) emphasizes that teaching people to critically analyze news sources is essential in combating misinformation. Instead of banning political content, Facebook should implement strategies to help users identify fake news, recognize confirmation bias, and understand how paid ads attempt to manipulate their opinions.

Conclusion: Political advertising needs regulation, not elimination.

Facebook plays a significant role in shaping public opinion through political advertising. While the author effectively highlights concerns about transparency and fairness, banning political ads is not the answer. Instead, investing in media literacy programs would empower users to navigate misinformation and biased messaging, ensuring a more informed electorate.

Article:

Raicu, I. (2019). The ethics of giving people a voice and political advertising on Facebook. Markkula Center for Applied Ethics, Santa Clara University. Retrieved from https://www.scu.edu/ethics-spotlight/social-media-and-democracy/the-ethics-of-giving-people-a-voice-and-political-advertising-on-facebook/

References

1. Callaghan, T., Washburn, D. J., & Goidel, K. (2023). The impact of social media on political attitudes and behavior. Journal of Health Economics, 87, 102720. https://doi.org/10.1016/j.jhealeco.2023.102720

2. CNN. (2024, November 1). Trump and Harris election live updates. CNN Politics. Retrieved from https://www.cnn.com/politics/live-news/trump-harris-election-11-01-24#cm2z35wkg001q3b6new0bm8o4

3. Beckett, L. (2024, November 4). Election: Musk PAC Michigan ads spark controversy over Israel-Gaza messaging. The Guardian. Retrieved from https://www.theguardian.com/us-news/2024/nov/04/election-musk-pac-michigan-ads-israel-gaza?utm_source=chatgpt.com

4. The Bureau of Investigative Journalism. (2024, June 5). Facebook failed to block thousands of political ads peddling false information. The Bureau of Investigative Journalism. Retrieved from https://www.thebureauinvestigates.com/stories/2024-06-05/facebook-failed-to-block-thousands-of-political-ads-peddling-false-information

5. Machete, P., & Turpin, M. (2020). The use of critical thinking to identify fake news: A systematic review. National Library of Medicine, 17(1), 57–69. https://pmc.ncbi.nlm.nih.gov/articles/PMC7134234/

The Bureau of Investigative Journalism. (2024). Facebook failed to block thousands of political ads peddling false information [Photograph]. The Bureau of Investigative Journalism. Retrieved from https://www.thebureauinvestigates.com/stories/2024-06-05/facebook-failed-to-block-thousands-of-political-ads-peddling-false-information