UK urged to regulate how tech giants like Facebook and Google target you with content

The U.K.'s AI advisor has called for regulation on how social media firms target users with posts, videos and ads.

In its report, the CDEI said it aims to "create the conditions where ethical innovation using data-driven technology can thrive." It highlighted the potential for AI-based targeting in swaying public opinion — especially among "vulnerable" people — influencing voting behavior and facilitating discrimination as key risks that needed to be addressed by the government.

"It is fantastic to see the Centre for Data Ethics and Innovation join our call for the regulator to be able to compel social media companies to give independent researchers secure access to their data," she added.The report also recommended requiring online platforms to make "high-risk" ads available on public archives. Such ads would cover marketing material related to politics, "opportunities" like jobs and housing and age-restricted products.

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