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Facebook steps up battle on 'fake likes'
by Staff Writers
San Francisco (AFP) Oct 03, 2014


EU clears Facebook's $19 bn buyout of WhatsApp
Brussels (AFP) Oct 03, 2014 - European Union regulators on Friday cleared the buyout of the WhatsApp mobile messaging service by Facebook, despite opposition by telecom companies afraid of the growing power of US technology giants.

In a statement explaining its approval of the $19-billon (15-billion-euro) deal, the European Commission, the EU's executive arm, said Facebook and WhatsApp were "not close competitors" and that consumers would continue to have a "wide array of choices".

"We have carefully reviewed this proposed acquisition and come to the conclusion that it would not hamper competition in this dynamic and growing market," EU Competition Commissioner Joaquin Almunia said in a statement.

Facebook, the world's biggest social network, announced the buyout of the WhatsApp messenger service, used by 600 million people, in February and US authorities approved the deal in April.

The European Commission only automatically reviews deals where each company involved has sales of over 100 million euros across at least three EU states, which was not the case for this deal.

But the powerful European telecom lobby had argued that Facebook and Whatsapp together would have access to an unfair stock of user data and gain an unfair competition advantage in the crucial data and consumer habit market used by advertisers.

But the Commission turned down this argument concluding that, regardless of whether Facebook would start collecting WhatsApp user data, "the transaction would not raise competition concerns".

After the merger, "a large amount of Internet user data that are valuable for advertising purposes are not within Facebook's exclusive control," the commission said.

The decision comes as US Internet giant Google faces intense scrutiny from the Commission over accusations of unfair advantages the search engine gives its own services in search results.

Facebook said Friday it has stepped up its battle against spammers who promise to deliver "likes" to its members, and warned users on using such scams.

The world's most popular social network said that to date, it has obtained legal judgments of nearly $2 billion against fraudulent activities on Facebook. It was not clear how much of that was actually collected.

Facebook's moves appeared to counter concerns that users -- including politicians and companies selling products -- are buying "likes" to make them appear more popular. And it is targeting a cottage industry which seeks to deliver these results to Facebook members, often promising "10,000 likes" or more for a fee.

"We write rules and use machine learning to catch suspicious behavior that sticks out. When we catch fraudulent activity, we work to counter and prevent it, including blocking accounts and removing fake likes all at once," Facebook site integrity engineer Matt Jones said in a blog post.

"As our tools have become more sophisticated, we've contributed some of our spam-fighting technology to the academic community as well, in hopes of helping other companies combat similar problems."

Jones said that Facebook if necessary takes the spammers to court "to remind would-be offenders that we will fight back to prevent abuse on our platform. We also limit likes per account to make spammers' operations less efficient."

Jones said the moves are aimed at preserving authenticity on the network of more than one billion members. Facebook uses various techniques including algorithms to detect when there is a suspicious spike in "likes."

"It's important to remember that fraudulent activity is bad for everyone -- including page owners, advertisers, Facebook and people on our platform," he said.

"We have a strong incentive to aggressively go after the bad actors behind fake likes because businesses and people who use our platform want real connections and results, not fakes."

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