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<!DOCTYPE html><html lang="en-us"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><title>TTP - How Facebook Profits from the Insurrection</title><meta name="description" content="Facebook suspended President Trump and announced other actions after the U.S. Capitol riot. But it continued to push ads for military gear next to insurrection posts."/><meta property="og:title" content="TTP - How Facebook Profits from the Insurrection"/><meta property="og:type" content="article"/><meta name="og:description" content="Facebook suspended President Trump and announced other actions after the U.S. Capitol riot. But it continued to push ads for military gear next to insurrection posts."/><meta property="og:image" content="https://images.prismic.io/techtransparencyproject/ac4bf91e-fbbc-47ab-8cf1-d6a199b63d99_bannertactical.jpg?auto=compress,format"/><meta name="twitter:card" content="summary_large_image"/><meta name="next-head-count" content="9"/><link rel="preload" href="/fonts/AtypBLDisplay-Medium.otf" as="font" crossorigin=""/><link rel="preload" href="/fonts/AtypBLDisplay-Regular.otf" as="font" crossorigin=""/><link rel="preload" href="/fonts/GeneralSans-Regular.otf" as="font" crossorigin=""/><link rel="preload" href="/fonts/GeneralSans-Medium.otf" as="font" crossorigin=""/><link rel="preload" href="/fonts/Redaction100-Regular.otf" as="font" crossorigin=""/><link href="https://fonts.googleapis.com" rel="preconnect"/><link href="https://fonts.gstatic.com" rel="preconnect"/><link rel="preconnect" data-href="https://fonts.googleapis.com/css2?family=Cousine&display=swap"/><link rel="preload" 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class="Header_privicy__IWAq2"><a href="/">Privacy</a></div></div></div></nav></div></div></header><div class="Article_articlePage__ySUK4" id="article-container"><div id="article-hero" class="ArticleHero_articleHeroWrapper__mLwpU"><div class="flex flex-col"><div class="category">Broken Promises</div><div style="margin-top:4px" class="ArticleHero_articleDate__NGwFb">January 18, 2021</div><div class="ArticleHero_articleTitle__fXW4_">How Facebook Profits from the Insurrection</div></div><img alt="" srcSet="https://images.prismic.io/techtransparencyproject/ac4bf91e-fbbc-47ab-8cf1-d6a199b63d99_bannertactical.jpg?auto=compress%2Cformat&w=828&q=75 1x, https://images.prismic.io/techtransparencyproject/ac4bf91e-fbbc-47ab-8cf1-d6a199b63d99_bannertactical.jpg?auto=compress%2Cformat&w=1920&q=75 2x" src="https://images.prismic.io/techtransparencyproject/ac4bf91e-fbbc-47ab-8cf1-d6a199b63d99_bannertactical.jpg?auto=compress%2Cformat&w=1920&q=75" width="800" height="400" decoding="async" data-nimg="1" loading="lazy" style="color:transparent;max-width:100%;height:auto;object-fit:cover"/><div class="ArticleHero_articleDescription__a3IJk"><div style="margin-bottom:8px">Facebook suspended President Trump and announced other actions after the U.S. Capitol riot. But it continued to push ads for military gear next to insurrection posts.</div></div></div><div id="article-content-switch-container" class="Article_articlePageContent__D3qW_"><div class="-switch-container"><div><p>Facebook has been serving up ads for weapons accessories and body armor alongside election misinformation and insurrection talk in “patriot” and militia groups, according to research by the Tech Transparency Project (TTP), revealing an alarming blind spot in Facebook’s moderation efforts just days before an inauguration threatened by extremist violence.</p><p>TTP’s research, <a href="https://www.buzzfeednews.com/article/ryanmac/facebook-profits-military-gear-ads-capitol-riot" target="_blank" rel="noopener noreferrer">shared with BuzzFeed News</a>, showed how Facebook continued to run ads for things like gun holsters and rifle enhancements in these far-right groups after the deadly Jan. 6 U.S. Capitol riot. BuzzFeed also reported that such ads had been flagged internally by concerned Facebook employees.</p><p>Facebook promised days later to <a href="https://www.buzzfeednews.com/article/ryanmac/facebook-pauses-ads-for-gun-accessories-and-military-gear" target="_blank" rel="noopener noreferrer">pause ads</a> for gun accessories and military gear until after the inauguration, but TTP and BuzzFeed continued to find them after Facebook’s announcement. The findings highlight how Facebook profits from extremist content, contributes to radicalization, and struggles to meet its enforcement promises.</p><p>TTP spotted the advertising via a monitoring profile it uses to track far-right and militia movements on Facebook. The account’s only activity involves “liking” Facebook pages and joining Facebook groups that are engaged in far-right and militant activity; it does not interact with user posts or communicate in the groups.</p><p>Maintaining a profile like this has provided a first-hand look at the kind of content pushed by Facebook’s algorithms. Below is a timeline of TTP’s investigation on the military gear ads.</p><p></p></div><div><div class="ArticleHero_goBackUp__iF_FJ" id="January 13, 2021"><div class="mt-4"><h4 style="padding-left:0">January 13, 2021</h4></div></div></div><div><p>TTP identified multiple advertisements for weapons accessories and body armor alongside election misinformation and insurrection content in Facebook patriot and militia groups. BuzzFeed News, which <a href="https://www.buzzfeednews.com/article/ryanmac/facebook-profits-military-gear-ads-capitol-riot" target="_blank" rel="noopener noreferrer">reported</a> on the findings, also noted that Facebook employees had flagged some of the same ads internally at the company. </p></div><div><div class="Zoomer_galleryContainer__i35xo"><div class="d-flex-row keen-slider"><div class="keen-slider__slide" style="max-height:max-content"><div><div class="Zoomer_imageContainer__zmNfy" style="overflow:hidden"><img style="object-fit:contain;object-position:center center;width:100%;height:100%" class="" alt="" src="https://images.prismic.io/techtransparencyproject/78bd1c6d-4ec3-4ece-a6ac-19a72ae302e1_tactslide1.jpeg?auto=compress,format"/><div class="Zoomer_zoomCTA__VUqBa"><div class="Zoomer_labelZoomCTA__kjCuo">CLICK TO EXPLORE</div><div class="Zoomer_iconZoomCTA__Bsv_k"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M17 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17.2055 11.3194 16.6198 11.0356 15.9346C10.7518 15.2493 10.6775 14.4953 10.8222 13.7679C10.9669 13.0405 11.324 12.3723 11.8485 11.8479C12.3729 11.3234 13.0411 10.9663 13.7685 10.8216C14.496 10.6769 15.25 10.7511 15.9352 11.035C16.6204 11.3188 17.2061 11.7994 17.6181 12.4161C18.0302 13.0328 18.2501 13.7578 18.2501 14.4995C18.249 15.4937 17.8535 16.4469 17.1505 17.1499C16.4475 17.8529 15.4943 18.2483 14.5001 18.2495Z" fill="black"></path><path d="M4.5 7H3.25V4.5C3.25033 4.16858 3.38213 3.85083 3.61648 3.61648C3.85083 3.38213 4.16858 3.25033 4.5 3.25H7V4.5H4.5V7Z" fill="black"></path><path d="M18.25 7H17V4.5H14.5V3.25H17C17.3314 3.25033 17.6492 3.38213 17.8835 3.61648C18.1179 3.85083 18.2497 4.16858 18.25 4.5V7Z" fill="black"></path><path d="M9.5 3.25H12V4.5H9.5V3.25Z" fill="black"></path><path d="M7 18.25H4.5C4.16858 18.2497 3.85083 18.1179 3.61648 17.8835C3.38213 17.6492 3.25033 17.3314 3.25 17V14.5H4.5V17H7V18.25Z" fill="black"></path><path d="M3.25 9.5H4.5V12H3.25V9.5Z" fill="black"></path></svg></div></div></div></div></div></div><div class="Zoomer_mobileOrTablet__Ukzs_ caption"><p>Military gear ads on Facebook</p></div><div class="d-flex-col space-between Zoomer_rightCol__ZzUC1" style="width:312px"><div class="caption"><hr style="margin-bottom:16px"/><p>Military gear ads on Facebook</p></div></div></div></div><div><div class="ArticleHero_goBackUp__iF_FJ" id="January 15, 2021"><div class="mt-4"><h4 style="padding-left:0">January 15, 2021</h4></div></div></div><div><p>Public officials took notice. In a <a href="https://beta.documentcloud.org/documents/20457291-210115-duckworth-blumenthal-brown-joint-letter-to-facebook-accountability-and-action-following-january-6-attack" target="_blank" rel="noopener noreferrer">letter</a> to Facebook CEO Mark Zuckerberg, Sens. Tammy Duckworth (D-Ill.), Richard Blumenthal (D-Conn.), and Sherrod Brown (D-Ohio) urged Zuckerberg to “take immediate action” to remove ads that promote or sell products “designed to equip white nationalists, neo-Nazis and other domestic extremist organizations to engage in violent insurrection and seditious conspiracy” against the U.S. Constitution and government.</p><p>The attorney generals of Washington, D.C., Illinois, New Jersey, and Massachusetts also called on Facebook to <a href="https://oag.dc.gov/sites/default/files/2021-01/AGs-Ltr-Facebook-Re-Ads.pdf" target="_blank" rel="noopener noreferrer">halt such advertising</a>, highlighting the fact that many rioters at the Capitol “wore military-style tactical gear in preparation for a confrontation”—the same type of gear featured in the Facebook ads.</p><p>That same day, TTP also <a href="https://twitter.com/TTP_updates/status/1350197709949566985" target="_blank" rel="noopener noreferrer">found</a> that Facebook's algorithms were recommending “Suggested Pages” for nationalist and militia groups in between ads for military-style body armor, potentially fueling radicalization. Militia pages continue to be active on Facebook despite the platform’s August 2020 <a href="https://web.archive.org/web/20201013232120/https:/about.fb.com/news/2020/08/addressing-movements-and-organizations-tied-to-violence/" target="_blank" rel="noopener noreferrer">crackdown</a> on “militarized social movements.”</p></div><div><p><strong>See how it works:</strong></p><p><strong><br/></strong>TTP has previously <a href="https://www.techtransparencyproject.org/articles/white-supremacist-groups-are-thriving-on-facebook" target="_blank" rel="noopener noreferrer">documented</a> how Facebook’s recommended pages create an <a href="https://www.techtransparencyproject.org/articles/hate-pages" target="_blank" rel="noopener noreferrer">echo chamber</a> for white supremacists.</p></div><div><div><div style="margin:32px 0px"></div></div></div><div><div class="ArticleHero_goBackUp__iF_FJ" id="January 16, 2021"><div class="mt-4"><h4 style="padding-left:0">January 16, 2021</h4></div></div></div><div><p>Following the backlash from lawmakers and others over the weapons accessories ads, Facebook <a href="https://about.fb.com/news/2021/01/preparing-for-inauguration-day/" target="_blank" rel="noopener noreferrer">announced</a> it was “banning ads that promote weapon accessories and protective equipment in the US at least through Jan. 22, out of an abundance of caution.”<br/><br/>“We already prohibit ads for weapons, ammunition and weapon enhancements like silencers. But we will now also prohibit ads for accessories such as gun safes, vests and gun holsters in the US,” the statement read.</p></div><div><div class="ArticleHero_goBackUp__iF_FJ" id="January 17, 2021"><div class="mt-4"><h4 style="padding-left:0">January 17, 2021</h4></div></div></div><div><p>However, on the following day, ads for armor and weapons accessories had <a href="https://www.buzzfeednews.com/article/ryanmac/facebook-pauses-ads-for-gun-accessories-and-military-gear" target="_blank" rel="noopener noreferrer">still not been removed</a>. TTP also found Facebook pushing an ad for bulletproof body armor and backpacks next to a recommendation for a page belonging to the Three Percenters, which the Anti-Defamation League <a href="https://www.adl.org/resources/backgrounders/three-percenters" target="_blank" rel="noopener noreferrer">describes</a> as an anti-government extremist militia.</p></div></div></div></div><div class="d-flex-col Article_shareContainer__k1SqR"><div class="d-flex-row gap-2"><div class="d-flex-row gap-2"><button class="flex justify-between items-center shadow-b' p-2 select-none transition-colors text-lg cursor-pointer hover:bg-mainDarker border border-black"><div class="">Broken Promises</div></button><button class="flex justify-between items-center shadow-b' p-2 select-none transition-colors text-lg cursor-pointer hover:bg-mainDarker border border-black"><div class="">Facebook</div></button></div></div><div class="date mt-4 mb-10">January 18, 2021</div><div class="flex"><button class="Button_mainButton__l33Ms"><div class="Button_mainButtonLabel__dEG6h">Share</div></button></div></div><div class="d-flex-col-gap-12 mx-auto sm:w-160"><h5>Top stories_</h5><div class="Layout_articleListWrapper__1yud1"><div class="d-flex-row ArticleCard_horizontalCard__jMP_1 ArticleCard_card__BdFnP" style="gap:30px"><img alt="" href="/articles/youtube-leads-young-gamers-to-videos-of-guns-school" srcSet="https://images.prismic.io/techtransparencyproject/a208257a-19bf-4d48-921b-bb6558e10d51_yt-guns-banner.jpg?auto=compress%2Cformat&w=384&q=75 1x, https://images.prismic.io/techtransparencyproject/a208257a-19bf-4d48-921b-bb6558e10d51_yt-guns-banner.jpg?auto=compress%2Cformat&w=640&q=75 2x" src="https://images.prismic.io/techtransparencyproject/a208257a-19bf-4d48-921b-bb6558e10d51_yt-guns-banner.jpg?auto=compress%2Cformat&w=640&q=75" width="298" height="167.625" decoding="async" data-nimg="1" loading="lazy" style="color:transparent;max-width:100%;aspect-ratio:16 / 9;object-fit:cover"/><div class="d-flex-col-gap-12"><div class="d-flex-col" style="gap:4px"><div class="date">May 16, 2023</div></div><div class="ArticleCard_articleCardTitle__E_C44 h6 ArticleCard_titleArticleMainCard__kpegv undefined undefined"><a href="/articles/youtube-leads-young-gamers-to-videos-of-guns-school">YouTube Leads Young Gamers to Videos of Guns, School Shootings</a></div><p>YouTube says it delivers ‘responsible’ video recommendations. 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In a letter to Facebook CEO Mark Zuckerberg, Sens. Tammy Duckworth (D-Ill.), Richard Blumenthal (D-Conn.), and Sherrod Brown (D-Ohio) urged Zuckerberg to “take immediate action” to remove ads that promote or sell products “designed to equip white nationalists, neo-Nazis and other domestic extremist organizations to engage in violent insurrection and seditious conspiracy” against the U.S. Constitution and government.","spans":[{"start":35,"end":41,"type":"hyperlink","data":{"link_type":"Web","url":"https://beta.documentcloud.org/documents/20457291-210115-duckworth-blumenthal-brown-joint-letter-to-facebook-accountability-and-action-following-january-6-attack","target":"_blank"}}]},{"type":"paragraph","text":"The attorney generals of Washington, D.C., Illinois, New Jersey, and Massachusetts also called on Facebook to halt such advertising, highlighting the fact that many rioters at the Capitol “wore military-style tactical gear in preparation for a confrontation”—the same type of gear featured in the Facebook ads.","spans":[{"start":110,"end":131,"type":"hyperlink","data":{"link_type":"Web","url":"https://oag.dc.gov/sites/default/files/2021-01/AGs-Ltr-Facebook-Re-Ads.pdf","target":"_blank"}}]},{"type":"paragraph","text":"That same day, TTP also found that Facebook's algorithms were recommending “Suggested Pages” for nationalist and militia groups in between ads for military-style body armor, potentially fueling radicalization. Militia pages continue to be active on Facebook despite the platform’s August 2020 crackdown on “militarized social movements.”","spans":[{"start":24,"end":29,"type":"hyperlink","data":{"link_type":"Web","url":"https://twitter.com/TTP_updates/status/1350197709949566985","target":"_blank"}},{"start":293,"end":302,"type":"hyperlink","data":{"link_type":"Web","url":"https://web.archive.org/web/20201013232120/https:/about.fb.com/news/2020/08/addressing-movements-and-organizations-tied-to-violence/","target":"_blank"}}]}]},"items":[{}],"id":"text_section$f81a8b89-cd66-4ea2-8663-9e3ea2b10e93","slice_type":"text_section","slice_label":null},{"primary":{"paragraph_body":[{"type":"paragraph","text":"See how it works:","spans":[{"start":0,"end":17,"type":"strong"}]},{"type":"paragraph","text":"\nTTP has previously documented how Facebook’s recommended pages create an echo chamber for white supremacists.","spans":[{"start":0,"end":1,"type":"strong"},{"start":20,"end":30,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.techtransparencyproject.org/articles/white-supremacist-groups-are-thriving-on-facebook","target":"_blank"}},{"start":74,"end":86,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.techtransparencyproject.org/articles/hate-pages","target":"_blank"}}]}]},"items":[{}],"id":"text_section$f631f1e0-5c73-41b2-aeb0-52a184f984e1","slice_type":"text_section","slice_label":null},{"primary":{},"items":[{"embed_link":{}}],"id":"embed_videos$ef984ee6-2ff8-411b-9452-ed9e554467d0","slice_type":"embed_videos","slice_label":null},{"primary":{"title_and_anchor":[{"type":"heading2","text":"January 16, 2021","spans":[]}]},"items":[{}],"id":"title_anchor$1b70d57c-16b5-4d0e-8030-047abd96efd1","slice_type":"title_anchor","slice_label":null},{"primary":{"paragraph_body":[{"type":"paragraph","text":"Following the backlash from lawmakers and others over the weapons accessories ads, Facebook announced it was “banning ads that promote weapon accessories and protective equipment in the US at least through Jan. 22, out of an abundance of caution.”\n\n“We already prohibit ads for weapons, ammunition and weapon enhancements like silencers. But we will now also prohibit ads for accessories such as gun safes, vests and gun holsters in the US,” the statement read.","spans":[{"start":92,"end":101,"type":"hyperlink","data":{"link_type":"Web","url":"https://about.fb.com/news/2021/01/preparing-for-inauguration-day/","target":"_blank"}}]}]},"items":[{}],"id":"text_section$666db8ca-ed0c-4c83-942f-e3fa20d7d799","slice_type":"text_section","slice_label":null},{"primary":{"title_and_anchor":[{"type":"heading2","text":"January 17, 2021","spans":[]}]},"items":[{}],"id":"title_anchor$55d44378-24f1-4059-953c-378935c55311","slice_type":"title_anchor","slice_label":null},{"primary":{"paragraph_body":[{"type":"paragraph","text":"However, on the following day, ads for armor and weapons accessories had still not been removed. TTP also found Facebook pushing an ad for bulletproof body armor and backpacks next to a recommendation for a page belonging to the Three Percenters, which the Anti-Defamation League describes as an anti-government extremist militia.","spans":[{"start":73,"end":95,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.buzzfeednews.com/article/ryanmac/facebook-pauses-ads-for-gun-accessories-and-military-gear","target":"_blank"}},{"start":280,"end":289,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.adl.org/resources/backgrounders/three-percenters","target":"_blank"}}]}]},"items":[{}],"id":"text_section$3696d736-2e1a-4052-b241-2d547ecd86a2","slice_type":"text_section","slice_label":null}],"series":"Broken Promises","categories":[{"uid":"broken-promises","label":"Broken Promises","type":"series"},{"uid":"facebook","label":"Facebook","type":"platform"}],"relatedArticles":[],"tags":[]},"preview":{"activeRef":null}},"__N_SSG":true},"page":"/articles/[uid]","query":{"uid":"how-facebook-profits-insurrection"},"buildId":"FFi6UM2avwyOq_kdmNDsQ","isFallback":false,"gsp":true,"scriptLoader":[]}</script></body></html>