How do algorithms amplify illegal wildlife trade on Meta?

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Algorithms Amplify Illegal Wildlife Trade Through User Engagement and Content Promotion

Meta's platform algorithms contribute to the amplification of illegal wildlife trade by promoting content to users who engage with such material. When users interact with accounts advertising illegal wildlife products, the platform's algorithms interpret this engagement as an indication of interest. Consequently, these algorithms are designed to serve more content similar to what the user has shown interest in, thereby increasing the visibility of illegal wildlife trade advertisements to that user.
Algorithmic Content Recommendation

Social media platforms like those operated by Meta utilise algorithms to curate user feeds, aiming to maximise engagement. These systems track user interactions, including likes, shares, comments, and views. If a user engages with content related to wildlife trafficking, even passively by viewing it, the algorithm flags this as a preference. This mechanism then leads to the recommendation of further posts, groups, or pages that feature similar illicit trade, creating a feedback loop that exposes users to an increasing volume of illegal wildlife advertisements.
Amplification Through User Engagement Metrics

The core function of these algorithms is to keep users on the platform for as long as possible, which is often achieved by showing them content they are likely to interact with. For accounts involved in illegal wildlife trade, increased engagement, regardless of its nature, signals to the algorithm that the content is popular or relevant. This can lead to the content being amplified and shown to a broader audience beyond the initial interactors, effectively expanding the market reach for traffickers. An AFP journalist experienced this firsthand, as their Facebook feed began routinely displaying posts selling wildlife and endangered animal parts after reviewing just a few such accounts.
Monetisation Incentives

Furthermore, the algorithms are intertwined with content monetisation programmes offered by Meta, such as advertising revenue sharing and subscription models. These programmes incentivise creators to generate engaging content, as higher interaction often translates into greater financial returns. For those trafficking wildlife, this creates a direct financial motivation to produce and promote their illicit goods on the platform, knowing that algorithmic promotion can increase both visibility and potential earnings. This system, therefore, inadvertently encourages the perpetuation and scaling of illegal wildlife trade activities.

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How do algorithms amplify illegal wildlife trade on Meta?

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