A recent study conducted by the corporate responsibility nonprofit campaign group, Eko, has shed light on a disturbing trend involving social media giants Meta and X approving ads containing violent hate speech targeting minorities in Germany ahead of the country’s federal elections. The research aimed to test the ad review systems of these platforms to determine whether they would greenlight or reject submissions containing hateful and violent messaging, particularly concerning immigrants and religious groups, during a time when immigration was a significant topic in mainstream political discussions.
The study revealed that a majority of the test ads were approved swiftly after being submitted for review in mid-February, just days before Germany’s federal elections were scheduled to take place on February 23. Eko reported that X approved all 10 hate speech ads submitted by their researchers, while Meta approved five of them for display on Facebook and potentially Instagram, rejecting the other five. Meta cited concerns about political or social sensitivity influencing voting as the reason for the rejections, yet still allowed ads containing violent hate speech targeting Muslims and Jews to run.
Violent Hate Speech Approval and Implications
Eko’s researchers found that the hate speech ads approved by Meta included derogatory language likening Muslim refugees to “vermin” and calling for extreme measures against them, such as sterilization, burning, or gassing. Additionally, an ad approved by Meta called for the torching of synagogues with anti-Semitic undertones, perpetuating harmful stereotypes and inciting violence. The use of AI-generated imagery in these ads, without clear labeling, further raised concerns about transparency and accountability in the ad approval process.
X, on the other hand, approved all 10 hate speech ads submitted by Eko, including those containing violent and discriminatory language targeting Muslims and Jews. These ads promoted harmful narratives about immigrants and Jewish people, spreading misinformation and inciting hatred. The approval of such ads by X highlighted a lack of moderation and enforcement of hate speech policies on the platform, posing significant risks to vulnerable communities and the democratic process.
Regulatory Response and Future Challenges
The findings of Eko’s study underscored critical flaws in the content moderation practices of social media platforms like Meta and X, especially in relation to hate speech and political messaging. Despite claims of enforcing bans on hate speech, both platforms appeared to struggle with effectively implementing these policies, raising concerns about their role in promoting violent and discriminatory content. The implications of these findings also pointed to potential revenue generation from the distribution of hate speech, highlighting the ethical and legal dilemmas faced by tech companies operating in the digital advertising space.
The study’s results prompted Eko to submit its findings to the European Commission, which oversees the enforcement of key aspects of the Digital Services Act (DSA) on social media giants like Meta and X. The organization called for stronger action and stricter enforcement of the DSA to address the proliferation of hate speech, incitement to violence, and election disinformation on online platforms. The EU’s ongoing investigations into Meta and X, along with broader concerns about election security and illegal content, underscored the urgent need for regulatory intervention to safeguard democratic processes and public discourse in the digital age.
As the German elections drew near, Eko’s campaign group emphasized the critical role of regulators in holding Big Tech companies accountable for their actions, particularly in the context of the DSA and other regulatory frameworks. The growing pressure from civil society groups and international stakeholders to address the spread of hate speech and disinformation online highlighted the need for decisive and coordinated efforts to protect democratic values and human rights in the digital realm.
