So many Canadians use Facebook that it should be regulated like any other Canadian utility. No broadcaster or telephone company would operate in Canada without government oversight. We should make it comply with our regulations as with other communications utilities.
It’s the most-used Canadian social media. Ninety-four percent of Canadians aged 18 to 44 have a Facebook account. Overall, 84 per cent of us have an account and 80 per cent check the site daily according to The State of Social Media in Canada, 2017.
Now, Facebook is about to become more integrated into our lives with an announcement May 1, 2108, of a dating service. CEO Mark Zuckerberg said: “And if we are committed to building meaningful relationships, then this is perhaps the most meaningful of all.”
Facebook’s phenomenal rise has made it a monopoly. Canadian professors Andrew Clement and David Lyon say:
“In light of Facebook’s overwhelming grip on the social networking industry, the commissioner of competition should investigate the company for its monopolistic behaviour (Globe and Mail, April 23, 2018).”
Facebook’s ascent has left governments behind. Other communications industries have taken decades to mature and regulations have kept pace. Regulators have had time to insure that TV, radio and telephone companies meet Canadian standards of privacy, identity and sovereignty.
“The Canadian Radio-television and Telecommunications Commission (CRTC) should learn to treat social-media enterprises as utilities,” says Clement and Lyon.
There’s a lot of misunderstanding about the nature of Facebook’s grip. It seems so personal that there’s a conspiracy theory claiming Facebook is eavesdropping on people’s conversations through their smartphones and using that insight to serve ads. Tech expert Avery Swartz finds this ironic:
“People find it hard to believe that computers could know so much about them, even though they are voluntarily feeding their information into the machine. For private citizens, Facebook’s targeted advertising is creepy. For advertisers, it’s captivating (Globe and Mail, April 23, 2018).”
Facebook doesn’t sell users’ data to advertisers. It sells access to data, so advertisers can target their ads to specific audiences. No wonder that advertisers like Facebook. They can place an ad for as little as one dollar a day and ad campaigns can be created for $100.
Targeted advertising is hardly unique to Facebook. It’s been around much longer than the internet. Big businesses target consumers by placing ads on certain TV stations at specific times. They distribute flyers to targeted neighbourhoods.
However, the issue is not targeted advertising. It’s the way that Facebook treats Canadians and whether its practices align with the values and practices imposed on other communications utilities.
There’s been a campaign to #DeleteFacebook but given how integrated the social medium is in the lives of Canadians, it’s not likely to succeed. An Angus Reid survey revealed that only four per cent plan to delete their accounts.
“Given its business model,” add Clement and Lyon, “Facebook on its own cannot meet the objectives of Canadian media regulations – advancing Canada’s identity and sovereignty, its social and economic fabric, universal accessibility, neutrality, affordability, openness, public accountability and rights protection.”
Canadians like Facebook. Now’s the time help Facebook like Canadians by making it truly ours.