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In the recent regulation furnished by the UK, it will keep a check on social media giants like Facebook and Google when it comes to the use of online targeting algorithms that further shoot the data that come along from the researchers.  The advisory body in the UK called the Centre for Data Ethics and Innovation or CDEI established by the government in 2018, has come out with an important report yesterday in London about the implementing new set of rules and regulations over the way the social media companies are targeting the users with their content (posts, videos, and ads). 

The report suggested that with their review for more than a year’s time, the practice they have noticed in the current regulation is out of step with the expectations of people. The content sharing apps including Facebook, Twitter, Tik Tok, Sna[chat and YouTube are seen relying more on the machine learning algorithms to embark upon content to users that are based on several other posts, which they have earlier interacted with. The CDEI was given the task by the UK government by looking over the practices including the platforms and putting ahead with the advice over the way we regulate the artificial intelligence to make sure that it is being deployed ethically.

As the research carried out by CDEI with the Ipsos Mori is seen popular over the internet users are seen often coming with distrust on the tech platforms when the target remains only 29 per cent of people in the country which is seen trusting them to target in a much responsible way. It is claimed that 61 per cent of the Britons now want more regulatory oversight on the tech giant content whereas only 17 per cent are seen getting the support tech platforms with the help of regulating themselves. On the other side, the UK is seen starting up the cracking down of the case with tech companies about the ways of dealing with contagious content. 

The proposals are seen laid down over the government last year and it will introduce the way the independent regulator is seen with the capability to potentially defy the tech companies with huge fines and thus impose over them the liability on the senior executive that tend to fail the limit with the distribution of such content. The regulations, therefore, coming from the social media would then become the specific target for the nation once the news of a UK based teen called Molly Russel came out in the year 2017. This was done after catching up on the self-harm material online. Also, the massacre at two New Zealand mosques too had a similar impact that led the UK to regulate the content that appears on the social media sites.