This is software that evaluates, for social networks, the sexual health content that is posted there. But “these robots and algorithms cannot tell the difference between a prevention and sex education message and a message with sexual content. For them, it’s the same words,” explains Jennie-Laure Sully, community organizer at the Concertation des Luttes contre l’Exploitation Sexuale (CLES).
The CLES had to fight to recover its Facebook account in 2021, during its campaign to fight prostitution, called “Un trop grand prix”. “We, when we want to promote egalitarian sexual relations, we use words similar to those that can be found in sexual abuse. »
“The robot can’t tell the difference. It is a problem. Especially for a prevention and education organization, for which it is important to use the right vocabulary. Magaly Pirotte, founder of Sex-Ed +, is also a regular in the fight against social network algorithms. Her small business offers colorful genitalia visualization tools that allow you to see and touch, for example, the inside of a vagina. “I have been blocked from Instagram three times. Never from Facebook, who never closed my account, but they make me shadow banning “, she tells the Duty.
Of shadow banning ? “It has never been a practice recognized by Meta”, explains Charlie Fernandez, of the Réverbère studio, an agency of “digital performance specialized in Meta”. The procedure, which can be translated as furtive banishment, would have been in place since 2015, he said. “These are penalties invisible to the user, which make their actions invisible to the whole community. In the case of Magaly, it is a massive reduction in the discoverability of its content. »
I see that, for social networks, genitals = pornography.
M’s latest adventureme Pirot? On the eve of February 6, International Day Against Genital Mutilation, she is preparing to “launch a tool that has never been done anywhere, for clitoral reconstruction”. These are three silicone models; examples of reconstruction after excision or infibulation.
But on February 5, his personal and professional LinkedIn accounts were blocked. “All of a sudden, I lost my entire address book: 12,000 contacts. It’s my entire professional network — gynecologists, teachers, physios, social workers from all over the world. “In the middle of March, despite numerous steps, she had not yet regained access.
Look for love, it’s not there
Other businesssame type of problem: Mélanie Trudel, alias Miss Trudel, has a dating agency that offers various services, including an application made in Quebec in office since 2018. “I wasted so much time and money through marketing firms who thought they could help me. »
“Everything was fine and overnight URL blocked, ability to advertise blocked by Facebook. We think it has something to do with the arrival of Facebook Dating. The Match Group – which includes Tinder, OKCupid, Meetic – is displayed without problem. »
Mme Trudel has now abandoned the idea of showing his application on Facebook, which undermines his business plan. “It’s like I’ve created a huge garage that works because I have subscribers, testimonials, even babies that were born to couples who met through my app, but I’m not able to make known. »
“I’m thinking of giving my app to a gang young people in marketing who could figure out how to make it work in current systems. Maybe I’ve just been too stuck on the problem for years, but I don’t see a solution. »
The power of advertising
“If we are a company, what makes us listen more or less to our social network problems is often the budget we have invested in advertising. Thus, we often see brands that convey extremely important social values and which are unfortunately misinterpreted by algorithms, ”explains Charlie Fernandez, from Réverbère.
“People think that everything on social media has to do with the creative — the visual or the related text. This is only partially true. On Meta, for example, we provide information that allows the algorithms to validate the advertising process. Thus, our website is going to be analyzed. This entire data collection and analysis process is then cross-checked with the platform’s terms of use. »
And these overlaps are sometimes abrupt. “An example: if you want to advertise syrups to flavor cocktails, it will be identified as an alcohol-based product. And you won’t be able to advertise it to people under 21, even if the majority in Quebec is 18, ”illustrates Mr. Fernandez.
“We see a lot of hodgepodge like this, fun as long as we don’t find ourselves having to manage them. »
“Yes, the worst part is that I follow the rules! ” protests, in fact, Magaly Pirotte. “My material is educational. But I see that, for social networks, genitals = pornography. But that means there is no sex education possible. »
Men’s pleasure, women’s health
Late last year, the Center for Intimacy Justice in the United States succeeded in changing Meta’s rules on sexual and reproductive health ads. The argument? A report demonstrating the systematic rejection of advertisements for women’s health, especially sexual.
Period panties? Information on menopause? Disallowed Ads. The face of a smiling, sweaty young woman covered in drops of imitation sperm for erectile dysfunction medication? Advertising accepted.
A report strong enough for Meta to change its policies in the fall of 2022. Now, “ads may also promote sex education, provided there is no sexualized or suggestive content and the emphasis is put on health and not on pleasure or the improvement of sexual performance”, gave as an example to the Duty the social network.
“While messages relating to women’s sexual health are permitted, we have adult nudity and sexual activity rules that limit the display of nudity or sexual activity. That’s in theory. In practice, getting Meta to recognize that you are following its policies can be very complicated.
Same situation at LinkedIn. The day following the dispatch of questions from the Duty, Magaly Pirotte suddenly recovered her personal LinkedIn account. She regained access to her work account a few days later. “It looks like we made a mistake which has now been corrected,” Sandya Patel replied for LinkedIn. “I think I will immediately add this lady to my LinkedIn contacts”, concluded with humor Mme Pirot.