markets, to include meaningful public consultations and engagement prior to the finalization or roll-out of a product or service with civil society, human rights defenders, and representatives of marginalized or underrepresented communities. • Undertake constant, ongoing and proactive human rights due diligence throughout the lifecycle of algorithmic technologies, including after the roll-out and implementation of new systems and design features, so that risks and abuses can be identified during the development stage but also after such technologies have been launched. Business model and algorithms • Cease the collection of invasive personal data which undermines the right to privacy and threatens a range of human rights. • End the practice of using tracking-based advertising and embrace less harmful alternative business models, such as contextual advertising. • To protect people’s privacy and to give them real choice and control, a profiling-free social media ecosystem should not be an option but the norm. Therefore, content-shaping algorithms used by online platforms should not be based on profiling by default and must require an opt-in instead of an opt-out, with the consent for opting in being freely given, specific, informed, and unambiguous. • Introduce ‘friction’ measures as a norm – not an emergency response, incorporating measures which studies have proven to be effective at improving ‘integrity’ outcomes, e.g., limits on resharing, message forwarding, and groups sizes. • Radically improve transparency in relation to the use of content-shaping and content moderation algorithms, ensuring that their mechanics are publicly available in clearly understandable terms. • Enable independent researchers to access and review algorithmic systems. • Refrain from retiring Crowdtangle and widen access to the tool for civil society organizations, academics and journalists. Global South • Ensure appropriate investment in local-language resourcing throughout the world, with a particular emphasis on resolving existing inequalities that disproportionately impact Global South countries. • Ensure equality and consistency between jurisdictions in respects of the resourcing of content moderation, policy, and human rights teams globally. TO META’S ‘HOME’ STATES INCLUDING USA AND IRELAND, AND REGIONAL BODIES SUCH AS THE EU • Ban targeted advertising on the basis of invasive tracking practices, such as cross-site tracking and tracking based on sensitive data or other personal data. • Introduce obligations for platform companies to ensure they address systemic risks to human rights stemming from the functioning and use made of their services. • Legally require companies, including social media companies, to conduct human rights due diligence on their business operations, products and services, as well as their business relationships and report publicly on their due diligence policies and practices in accordance with international standards. • Regulate technology companies to ensure that content-shaping algorithms used by online platforms are not based on profiling by default and must require an opt-in instead of an optout, with the consent for opting in being freely given, specific, informed and unambiguous. • Ensure adequate investment in independent oversight, monitoring, and enforcement of regulations governing the technology sector. THE SOCIAL ATROCITY META AND THE RIGHT TO REMEDY FOR THE ROHINGYA Amnesty International 72