How Did the ‘Freedom From Facebook’ Campaign Get Its Start?


In July, executives from YouTube, Facebook, and Twitter testified earlier than Congress about their firm’s content material moderation practices. While Facebook’s head of world coverage Monika Bickert spoke, protesters from a gaggle known as Freedom From Facebook, seated simply behind her, held indicators depicting Sheryl Sandberg and Mark Zuckerberg’s heads atop an octopus whose tentacles reached across the planet.

Freedom From Facebook has garnered renewed consideration this week, after The New York Times revealed that Facebook employed an opposition agency known as Definers to battle the group. Definers reportedly urged journalists to seek out hyperlinks between Freedom From Facebook and billionaire philanthropist George Soros, a frequent goal of far-right, anti-semitic conspiracy theories. That direct connection did not materialize. But the place Freedom From Facebook did come from—and the way Facebook countered it—does illustrate how seemingly grassroots actions in Washington aren’t at all times what they first seem.

The level right here is not to query Freedom From Facebook’s intentions. Their efforts appear to stem from real concern over Facebook’s outsized position on the planet. But the labyrinthine relationships and shadowy catalysts of the efforts on all sides of that debate present simply how little involvement precise Facebook customers have within the battle over reining the corporate in.

“I do think the Soros angle was surprising.”

Sarah Miller, Open Markets Institute

Since the 2016 presidential election, Facebook has confronted an onslaught of scandals, lots of which drew scrutiny from federal lawmakers. First, Russian propagandists exploited the social community, utilizing duplicitously purchased adverts to sway US voters. This March, journalists revealed information agency Cambridge Analytica had siphoned off data belonging to tens of tens of millions of customers. In the wake of this second controversy, Freedom From Facebook was born.

The initiative wasn’t shaped by on a regular basis Facebook customers. It’s as an alternative the product of progressive teams with established information of opposing tech firms, whose personal relationships illustrate simply how tangled these connections will be.

Specifically, Freedom From Facebook is an offshoot of the Open Markets Institute, a suppose tank that operated beneath the auspices of the New America Foundation till OMI head Barry Lynn publicly applauded antitrust fines levied towards Google in Europe. Google is a serious New America donor; Lynn’s whole workforce learning tech market dominance and monopolies received the ax, and spun out Open Markets as an unbiased physique.

Earlier this 12 months, former hedge fund govt David Magerman approached Lynn’s group with the thought to begin to begin a marketing campaign in opposition to Facebook. Magerman poured over $400,000 into what turned Freedom From Facebook, in response to Axios. His involvement wasn’t identified till Thursday. The related between Freedom From Facebook and OMI was additionally not totally specific.

Freedom From Facebook has finished greater than stage protests on Capitol Hill. During Facebook’s annual shareholder assembly in May, the group chartered an airplane to fly overhead with a banner that learn “YOU BROKE DEMOCRACY.” When Sandberg spoke at MIT in June, Freedom From Facebook took out a full-page commercial within the scholar newspaper calling for the social community to be damaged up. On Thursday, the group filed a grievance with the Federal Trade Commission asking the company to research a Facebook breach disclosed in September that affected 30 million consumer accounts.

Freedom From Facebook additionally shaped a coalition with a various set of progressive organizations, like Jewish Voice For Peace, which promotes peace in Israel and Palestine, and the Communications Workers of America, a labor union that represents media staff. The coalition now contains 12 teams, who “all organize around this fundamental principle that Facebook is too powerful,” says Sarah Miller, the deputy director of Open Markets Institute. Confusingly, in response to Freedom From Facebook’s web site, the coalition additionally consists of Citizens Against Monopoly, a nonprofit Miller says was arrange by Open Markets itself.

Eddie Vale, a progressive public affairs guide, additionally confirmed in an electronic mail that Open Markets employed him to work on the Freedom For Facebook Initiative. He led the protest in July that includes the octopus indicators.

Definers started lobbying journalists, together with these from WIRED, to look into Freedom From Facebook’s monetary ties this previous summer season. The effort was led by Tim Miller, a former spokesperson for Jeb Bush and an unbiased public affairs guide, in response to The New York Times. “It matters because people should know whether FFF is a grassroots group as they claimed or something being run by professional Facebook critics,” Miller wrote in a weblog publish printed Friday. He added that he believes the push to attach the group to Soros doesn’t quantity to anti-semitism, particularly if it comprises a modicum of fact. Facebook itself asserted a lot the identical in a press release it launched Thursday.

The extent of the Soros relationship appears to be that the billionaire philanthropist does present funding to each Open Markets and among the progressive teams who represent the Freedom From Facebook coalition. There’s no indication, although, that he has any direct involvement with the initiative. Open Markets’ Miller says the suppose tank wasn’t conscious Facebook was paying an opposition agency to ask journalists to look into its work. “I just think knowing Facebook as we do, I don’t know that I would say that we were surprised, but I do think the Soros angle was surprising,” she says.

Seemingly grassroots actions in Washington aren’t at all times what they first seem.

After The Times printed its report Wednesday night, Facebook severed its ties with Definers. “This type of firm might be normal in Washington, but it’s not the sort of thing I want Facebook associated with,” CEO Mark Zuckerberg stated on a name with reporters Thursday. Both Sheryl Sandberg and Mark Zuckerberg declare they didn’t know Facebook was working with Definers till the The Times printed its story. This is just not the primary time Facebook has employed an opposition analysis agency. In 2011, the social community employed a public relations agency to plant unflattering tales about Google’s consumer privateness practices.

By distancing itself from Definers, Zuckerberg and Sandberg are placing house between themselves and the way the sausage will get made in Washington. As they’ve grown extra highly effective, tech organizations together with Facebook, but in addition Google, Amazon, and others, have poured tens of millions into lobbying on Capitol Hill. Those efforts embody combating again towards well-funded and typically secretive campaigns, like Freedom From Facebook. Meanwhile, the social community’s over two billion customers principally sit on the sidelines, watching the high-stakes battle unfold.


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