Small businesses in New Zealand, whose Facebook and Instagram accounts have been wrongfully suspended, can now send their appeals to a dedicated inbox, after the Small Business Minister Chris Penk stepped in to talk to Meta for a human-based solution.
RNZ has heard from over 30 New Zealanders and small businesses who’ve had their accounts suspended after being accused of breaching Meta’s rules – including accusations of posting child exploitation material.
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Many have told RNZ that they felt stonewalled in attempts to appeal through Meta’s existing system, often being faced with AI chatbots.
More than 40,000 people globally have signed a petition, calling for Meta to be held accountable.
Penk said he called for a meeting with Meta a couple of weeks back, and has met with two senior officers – including a New Zealand-based staff member, and another overseeing things in New Zealand and Australia.
“They (Meta) acknowledged that the net has been cast too wide, while they want to capture those who have genuinely harmful content, for example, child exploitation material.
“They know that there are innocent parties caught up in account closures and suspensions, so for that reason they know that they need to refine their model, which is based on AI or machine learning approach.”
Penk said while Meta hasn’t provided him with any numbers on how widespread the incorrect suspensions are, he said the company has acknowledged that they’ve suspended more than they should.
Meta has yet to respond to any of RNZ’s queries on how many accounts have been impacted.
It has also previously denied any widespread issues with its AI moderation of content.
Penk said he’s aware that the existing appeal process within Meta’s platform is slow and frustrating for New Zealand small businesses.
He said after the meeting, the Ministry for Business, Innovation and Employment (MBIE) has set up an inbox to which small businesses can put their case.
Penk said those impacted can email, [email protected], and those emails will be forwarded to Meta to be assessed and reinstated.
He said he sought assurances from Meta that these cases will be assessed by humans.
Penk said he’s expressed to Meta that he hopes the issues can be resolved as soon as possible, and he feels Meta have expressed a willingness to be more helpful.
“The socially responsible attitude of a platform such as Meta is to seek to put right the wrongs, and I’m hopeful that’s exactly what’s taking place with this new avenue, but time will tell,” said Penk.
Penk said he’s also aware that individual users have been affected, but he said the new dedicated inbox is, for now, limited to small businesses.
Penk said he didn’t want to set boundaries for what kind of small businesses can use this pathway.
“Technically small business are those with under 20 full time employees, but in reality if you have 20 or 21 employees , you shouldn’t be disadvantaged, or if you have a different business model… you deserve the help that can be provided through this pathway,” he said.
Penk said if this inbox proves successful in getting Meta’s attention and reinstating the accounts of businesses, he would consider using a similar way to help individual account holders who’ve been incorrectly suspended.
rnz.co.nz
