When we hear the phrase “fake news” we often think of
politicians and the media. However, businesses also perpetuate fake news, often
unwittingly. LeanSpa, an internet retail business that sold purported weight
loss products under various brand names, hired LeadClick to provide online
advertising through its affiliate network. Toward that end, certain LeadClick
affiliates used fake news sites to market LeanSpa products. These fake news
sites looked like genuine news sites in that they had logos styled to look like
news sites, and they included pictures of supposed reporters next to their
articles. The articles generally represented that a reporter had performed
independent tests that demonstrated the efficacy of the weight loss products.
The websites also frequently included a Consumer Comment section, where
purported consumers praised the products. There were no consumers commenting,
however, since this content was invented. See this module’s assigned textbook
reading for a synopsis of the LeadClick case.
Based on this case, the module resources, and your own
experience, answer these questions:
Who
has or should have primary responsibility for managing fake news and its
consequences (i.e., social media companies, advertising companies,
business, everyday citizens, government authorities, or others)? Why?
Is it
unethical for a company to allow its ads to run on a controversial
website—such as one that is promoting untested scientific data or one that
includes what is commonly accepted as hate speech—even if doing so
generates significant revenue for the company? Explain your position.