75% of Israelis do not trust Facebook, 66% do not trust Google - this is according to a comprehensive Israeli study conducted by the "Sample" research institute led by Manu Geva and in collaboration with iPanel.
The study examined the attitude of Israelis towards the international content giants operating in Israel, and its approach towards curbing their influence through legislation.
According to the findings, at the end of 2022, 40% of Israelis think that the power of Google and Facebook is too great in Israel and support curbing the giants through legislation. The data also shows that 61% of the public They think that the Minister of Communications is the public body that should regulate their activities and ensure equal competition with them, and a similar number think that the government should do more to regulate the maintenance of privacy on the Internet.
In more detail: about 75% of Israelis do not trust Facebook to handle their private information responsibly, 19% trust and 6% do not know.
66% do not trust Google to handle their private information responsibly, 30% trust and 4% do not know.
In addition, 64% feel that Google and Facebook know more about them than they would like.
Apps (Photo: GettyImages)
47% of all advertising revenue in the world
At the beginning of 2022 it was announced that Google, Facebook and Amazon are on their way to raking in more than 50% of the global revenue from advertising - the advertising triopol has never been stronger
Another figure will surely please the content producers in Israel, who are fighting for pieces of the advertising pie under the almost complete dominance of the giants from abroad in the digital arena: 73% of Israelis think it is important that the issue of Google and Facebook's non-payment of taxes in Israel be addressed.
At the beginning of 2022 it was announced that Google, Facebook and Amazon On track to capture over 50% of global advertising revenue - The advertising trio has never been stronger. During 2021, the trio brought in over 7 out of every 10 dollars (74%) of global digital advertising revenue, which accounted for 47% of all advertising revenue in the period This is a considerable expansion of the share that Google, Facebook and Amazon occupy in the global advertising market. Three years ago, at the beginning of the global epidemic, the three held 67% and 39%, respectively.
Survey of international content giants (photo: image processing, image processing)
Survey of international content giants (photo: image processing, image processing)
Survey of international content giants (photo: image processing, image processing)
Survey of international content giants (photo: image processing, image processing)
The pressure on Facebook and Google is increasing
In the meantime, Meta threatened last month to remove news content from Facebook USA if JCPA passes - a new American law that won support in Congress, and which is designed to give more power to American publishers to conduct collective negotiations with it on advertising revenue.
This is similar to her threats to Australia, also from Moshe, in preparation for the passage of the Australian law in 2021.
The publicists claim that Meta generates huge revenues from news articles shared on the platform, at the expense of the shrinking media and press.
The legislation in question, which currently appears to have stalled, is part of a broader series of American laws aimed at countering the dominance of tech giants.
More about JCPA: here.
More on the lobbying efforts of Google and Meta against it: here.
At the same time, on the other side of the world, New Zealand is following in the footsteps of its neighbor Australia and planning a law that will require Google and Facebook to pay for the use of content by New Zealand publishers.
The New Zealand Broadcasting Minister said he hoped the law would be an incentive for international platforms to reach agreements with local outlets.
A similar legislative initiative being promoted in Canada seeks to oblige the giants not only to pay for the presentation of the content but also to give priority in the exposure of Canadian-made content over content produced in other countries.
As a reminder, the European Union is also currently examining Meta's advertisement distribution policy, claiming that the method infringes on user privacy.
Meta operates personalized advertising for each user based on the information he provides, so for her this is a significant obstacle.
Meta was recently fined $275 million for violating EU privacy laws, after a hack allowed the data of 500 million Facebook users to leak last year.
In the UK - a class action lawsuit was filed against Google in the amount of 16 billion dollars, signed by 130 thousand companies representing 1.75 million content sites and applications in the Kingdom.
The companies claim that the technology giant dictated market conditions and prices that benefited it in the digital advertising market "at the expense of competitors and captive customers".
Governments take action.
Mark Zuckerberg (Photo: GettyImages)
And in Israel?
Another year has passed
And in Israel?
Not much happened in the field, even in the past year.
Google and Meta representatives appeared in front of Gideon Sa'ar's Davidi Committee in response to offensive content online.
In the midst of the wave of terrorism - the incitement on social networks to carry out attacks increased - with an emphasis on Facebook.
The Israeli Internet Association came out against Facebook: "Facebook's failures may damage the purity of the elections."
According to a survey by the union, Facebook is the most violent social network in Israel.
A class action lawsuit was filed against Google and Meta: "Weakened competition in the advertising market, and harmed brands, websites and consumers."
Just before the end of his term: Handel began promoting regulation on social networks, but against the background of the political upheaval, the legislative procedure on the subject seems further away than ever.
A minute before her departure, the outgoing Director General of the Ministry of Communications Liran Avisher Ben-Hurin said that: "The new regulation adopted by the European Union changes the rules of the game and Israel will not be left behind.
The recommendations will focus on the online social platforms and will mainly deal with protection against the distribution of illegal and offensive content that could harm the public."
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Shlomo Karai
