How to Fight Fake News

First, a proper definition of the problem. The problem of democracy is always about the electorate choosing the people who will best-advance government, given the difficulty of figuring who that is, the complex tradeoffs at hand, and limited information.

The Russian Federation Fake News and any other rogue propaganda from any nation state agent are therefore just a subset of the problem of a dirty information stream flowing to the electorate. Trying to solve the de-Putinification of social platforms and the larger web, even if that were possible by itself, would not solve the larger problem.

So, we look to traditional noise problems for inspiration.


From Wikipedia: “Signal-to-noise ratio”: Improving SNR in practice:

It is often possible to reduce the noise by controlling the environment. Otherwise, when the characteristics of the noise are known and are different from the signals, it is possible to filter it or to process the signal.

From Wikipedia: “Combined sewer”:

This type of gravity sewer design is no longer used in building new communities (because current design separates sanitary sewers from runoff), but many older cities continue to operate combined sewers.

From Wikipedia: “Ad blocking”: Methods:

The more advanced ad blocking filter software allow fine-grained control of advertisements through features such as blacklists, whitelists, and regular expression filters.

From Wikipedia: “Bug bounty program”:

These programs allow the developers to discover and resolve bugs before the general public is aware of them, preventing incidents of widespread abuse.


Unless you can eliminate the source of contamination, you must rely on some sort of filter. It can be a complete sequestration of the contaminant (in the case of separating wastewater from runoff) or it can be a processing filter as with ad blocks or some radio noise removal systems.

The platforms that act as inlets of pollution may have their own cases against adopting of appropriate filters here, which makes it a harder problem.

But some combination should work to reduce the noise.

Separate the streams

In the vein of sewerage, social sites can make a hard break between reputable periodicals and up-and-comers. This should not present a barrier to entry, but should be based upon independently-verifiable indicators such as readership, credential-issuance by major organizations, and other factors. They should likely separate opinion and commentary from reporting for similar reasons.

This is in line with what companies often do. Newspapers separate opinion from reporting, and Valve Software, maker of the Steam game platform, separates humorous reviews from serious reviews for similar reasons. It’s something social sites should do, too.

Strength-in-numbers

Google and other search engines have long sought to fight against those gaming their rankings. Many of those techniques can be employed to de-rank noise, including looking for multiple, independent submissions that give credence to a source before spreading it. This is also similar to Wikipedia‘s notability requirement for article creation.

While this technique will not eliminate much, it does raise the bar for cranks to inject their swill, as it will be easier to identify when a group is colluding to post noise unless they expend considerable effort to make their fake accounts seem credible.

Check for divergence

Most credibly-sourced news content contains a chunk of background that isn’t new, with a small supplement that is new. Fake news tends not to follow that rule, and looking for that can be useful. Again, the enemies of signal may work to change their formats to avoid this detection, but it raises their costs considerably.

Make ads public

Finally, micro-targeted advertising creates the problem that it is not readily subjected to many eyeballs who can debunk it or call it out. If advertising platforms were required to maintain records of all the ads they serve, allowing for independent review, it would help guard against abuse.

Alternatively, if regulators and advertisers are opposed, browser extensions that automatically upload copies of ads to a non-profit service could enable this practice.

A brand opportunity

Apple has tried to brand themselves privacy-conscious. Google attempts to tout speed and security. Mozilla, openness. Microsoft… has a marketing problem, because I’m not sure what their salespitch even is now.

But the point is that all these browser and OS vendors can work on the problem of fake news and try to brand themselves the one that gives you the tool to quash the invasion.


These are just some ideas of how to combat propaganda in our news feeds. The problem is worth working on. It’s not impossible, as we have had noise problems in other areas and have done a lot to minimize them.