So... I tend to think we need to back up and think about this more on a societal level. ccing Tim O'Reilly on this too, since I know he's also very concerned with this broad issue. [Tim O'Reilly's article:
https://medium.com/@timoreilly/the-h...ec#.tw6nq1kc6]
Type I. Fake or at least slanted news exists because there is a propaganda motive. We could call this the Breitbart/DailyKos/etc model. The pattern: partisans who generate slanted stories in order to draw partisan eyeballs. Often, there's not much to factcheck; also often, it's actually lying through the sin of omission, rather than by affirmatively stating falsehoods. Limiting this stuff runs afoul of free speech considerations, and any rebroadcaster (such as FB) effectively ends up taking sides in engaging in any transmission limitations. Worth noting that some forms of this may well be externally provided propaganda, as in the Russian dezinformatsiya model.
Type II. Fake news exists in part because there's a profit motive. The pattern: stories that are invented, and designed to appeal to a target demo. The FB/Google approach is to choke off the revenue model, and this may well be fine. But... this sort of fake news is often part-sourced from type I.
Type III. Fake news today also exists because of what we might call grassroots memetic warfare. A brief dip into something like /r/the_donald will show that there's plenty of false stories and plenty of slanted media being generated by the "centipedes." There a lefty equivalents. These source off of the prior two. They are also free speech, but they are coordinated into what are effectively media campaigns, forcibly publicized using social media tricks and gaming of search algorithms. I would additionally note that there has been plenty of evidence that the groups that engage in this are often directed without their knowledge, by troll ops, social media seeding, and the like.
Type IV. Fake news exists in the form of manually retransmitted "facts" passed around in the form of opinions and retellings by individuals who are partisans. The issue here is that they draw from all of the above sources, and are the most credible precisely because they are passed around via the friend network, thereby dramatically increasing their credibility. Of this are echo chambers built. The real issue is that factual, authoritative, and neutral providers become untrustworthy for Type IV individuals, thereby removing any way to counter the false information.
If I had to rank the societal danger of these, in order, I would rank them in precisely this order.
The proposed method of attack on the problem focuses on Type II. But the real concern at a societal level is that Type IV flourishes when there are no independent respected arbiters. For example, Type III people are persuaded that Snopes, PolitiFact, and similar are actually biased partisan organs -- you can go look at the places where they hang out, and see them run campaigns against them.
Type I is vulnerable to competing ideas, as are all others. But they're protected speech. They are also vulnerable to authoritative respected voices who provide the full picture.
Type II is vulnerable to legal resource, though it's pretty weak; to financial attacks, which is what FB and Google are talking about.
Type III, being a sort of grassroots free speech in organized form, is basically a brainwashing effort by the brainwashed. Facts no longer penetrate this group; those who do it for cynical partisan motives don't care about facts since they privilege ends over means. Those who do it because they are swept up don't believe any of the previously authoritative factcheckers. This type is only vulnerable to a) counterpropaganda intended to cause schisms or peel off some members b) censorship on a net-wide scale c) incredibly slow consensus and bridge building (which has a high likelihood of failure) d) re-establishment of independent truth metrics which they actually trust.
Type IV also needs those independent truth metrics.
If I had to boil that down...
Type I: You can't close down Breitbart or DailyKos. You could try to legislatively bring back something akin to the Fairness Doctrine, or somehow create a definition of news that is enforced by statute that all outlets of a given size must conform to, but this will be rightly classed as governmental censorship unless there are serious safeguards on it to prevent its capture by government itself. Re-establishing the virtue of the non-partisan authority is absolutely critical.
Type II: Macedonian kids, sure, you can label them liars. The people lost to factual reality won't care about your labeling. But the sites can be brought down if they don't get revenue.
Type III: You MUST tackle the troll army and memetic warfare. You can't shut down the sites. There's no easy answer. But THIS, make no mistake, is what really wins, and is the hard one. How do we, as a culture, avoid an Alex Jones, and at the minimum keep them culturally on the fringe? Filter bubbles must die, and that may well involve major changes to how we think of social media today.
Type IV: falls into place when the general level of disinformation falls. Partisanship will still be there, but fundamentally the only way to solve Type IV is to ensure that there's a common informational foundation.
As a side note... I also think that it may be that social media systems, being communication systems, simply shouldn't be also permitted to have a curation function like top trending. Think of it as a Glass-Steagall for Internet media. Should communications channels be also allowed to provide information atmospheres? It means they inevitably bias the communication they carry. I'm increasingly of the opinion that each of our social media systems *does too much* and is also *too big* even within one given domain.