Centre tells Meta to overhaul content promotion system on Facebook, Instagram

NEW DELHI: The Centre has directed social media giant Meta, which owns Instagram and Facebook, to ensure that its recommendation algorithms do not result in "disproportionate exposure of users to a single or limited set of narratives.""Ensure that recommendation systems do not result in disproportionate exposure of users to a single or limited set of narratives, and endeavour to provide appropriate diversity of relevant and credible information," an advisory issued by the ministry of electronics and information technology (MeitY), dated October 10, stated, PTI reported."Also strengthen mechanisms for rapid identification, review and escalation of content, which is gaining significant reach through recommendation systems and has the potential to cause widespread public confusion, apprehension, violence or disturbance of public order," it added.While the advisory does not cite any specific incident that led to its issuance, it comes amid ongoing protests in Delhi demanding the resignation of Chief Election Commissioner Gyanesh Kumar over the Special Intensive Revision (SIR) of electoral rolls.MeitY also asked Meta to cooperate with law enforcement and other authorised government agencies by providing information or assistance within the timelines prescribed under the IT Rules, 2021.The ministry noted that certain content relating to "ongoing public events" was being "prominently displayed and recommended to users" on Meta platforms.Citing the Information Technology Act, 2000, the advisory highlighted the company’s obligation to exercise due diligence under the IT Rules, 2021, which require intermediaries to inform users about prohibited content, including material likely to cause public disorder or incite a cognisable offence.MeitY also flagged content presenting old or selectively edited visuals as current events, misleading claims about emergencies, restrictions or police action, and audio-visual material depicting law-and-order situations without adequate context. It also raised concerns over content likely to incite violence and misleading material receiving disproportionate amplification.The advisory outlined six requirements for Meta, including measures to identify and address prohibited content and review recommendation and ranking systems to ensure misleading, manipulated or out-of-context material is not "disproportionately amplified or repeatedly recommended to users".MeitY emphasised that the advisory seeks to promote responsible information dissemination while respecting lawful expression and public discourse."Meta is advised to ensure that any action taken pursuant to this advisory is consistent with the Information Technology Act, 2000, the IT Rules, 2021, and other applicable laws," the ministry added.