Reporters Without Borders to Advertisers: Don't Place Ads on AI-Generated 'Content Farms'

Warning of the ongoing expansion of artificial intelligence-generated websites that resemble legitimate news outlets and draw ad revenue away from them, Reporters Without Borders on Wednesday implored search engines and advertisers to slow the spread of automated "content farms" by denying them access to "funds that should be reserved for real journalism."

"We cannot allow generative AI to promote a parasitic economy that diverts financial resources that should benefit the news media," Vincent Berthier, head of the Tech Desk at Reporters Without Borders (RSF), said in a statement.

"As well as an overall fall in the quality of online information, there is also a real danger of a further decline in funding essential to online media," said Berthier. "We urge search engines and advertisers not to allow these AI-generated sites to become profitable."

"As well as an overall fall in the quality of online information, there is also a real danger of a further decline in funding essential to online media."

Earlier this month, NewsGuard, which evaluates the reliability of online news and information, published an analysis entitled Rise of the Newsbots: AI-Generated News Websites Proliferating Online.

The report identified at least 49 ostensible news websites "spanning seven languages—Chinese, Czech, English, French, Portuguese, Tagalog, and Thai—that appear to be entirely or mostly generated by artificial intelligence language models designed to mimic human communication."

These automated content farms, which reach millions of internet users, "churn out vast amounts of clickbait articles to optimize advertising revenue," NewsGuard noted, exacerbating the dangerous worldwide spread of misinformation in the process.

As RSF noted Wednesday:

Dressed up to look like media, some of these sites rewrite journalistic content plundered from real news sites. Others produce fake stories or mediocre content designed solely to attract traffic. One reported in April that Joe Biden had died. Another falsely reported that Ukraine had claimed that it killed 3,870 Russian soldiers in a single attack.

Generated by AI and usually run anonymously, some of these sites "publish hundreds of articles a day," according to NewsGuard. There is a real risk that the Internet will soon be flooded by many more of these sites pumping out garbage that will inevitably congest search engines, with the result that reliable news reporting will struggle to make itself visible.

The modus operandi of these sites is very simple—maximize clicks while minimizing effort in order to optimize profit. "Many of the sites are saturated with advertisements," says NewsGuard, "indicating that they were likely designed to generate revenue from programmatic ads—ads that are placed algorithmically across the web."

"Advertisers have a huge responsibility," RSF continued. "These content farms will inevitably proliferate if they can continue to make money from advertising. The ad industry must give a firm undertaking to ensure ads are placed above all with media that are reliable news sources."

The watchdog also urged the ad industry "to manage programmatic advertising mechanisms responsibly and to acquire the monitoring and control tools needed to ensure that these content farms do not become profitable."

RSF is pushing advertisers to curb the rapid spread of automated clickbait just weeks after it warned in its annual press freedom report that the fast-growing, AI-powered "fake content industry" threatens to undermine fact-based journalism around the globe, which is already at risk due to old-fashioned violence against reporters, who are being jailed and killed at alarming rates.