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How a neocon-backed “fact checker” plans to wage war on independent media

As Newsguard’s project advances, it will soon become almost impossible to avoid this neocon-approved news site’s ranking systems on any technological device sold in the United States.

by Whitney Webb

Part 5 - Why give folks a choice?

While even a quick glance at its advisory board alone would be enough for many Americans to decline to install Newsguard’s browser extension on their devices, the danger of Newsguard is the fact that it is diligently working to make the adoption of its app involuntary. Indeed, if voluntary adoption of Newsguard’s app were the case, there would likely be little cause for concern, given that its website attracts barely more than 300 visits per month and its social-media following is relatively small, with just over 2,000 Twitter followers and barely 500 Facebook likes at the time of this article’s publication.

To illustrate its slip-it-under-the-radar strategy, Newsguard has gone directly to state governments to push its browser extension onto entire state public library systems, even though its website suggests that individual public libraries are welcome to install the extension if they so choose. The first state to install Newsguard on all of its public library computers across its 51 branches was the state of Hawaii — which was the first to partner with Newsguard’s “news literacy initiative,” just last month.

According to local media, Newsguardnow works with library systems representing public libraries across the country, and is also partnering with middle schools, high schools, universities, and educational organizations to support their news literacy efforts,suggesting that these Newsguard services targeting libraries and schools are soon to become a compulsory component of the American library and education system, despite Newsguard’s glaring conflicts of interest with massive multinational corporations and powerful government power-brokers.

Notably, Newsguard has a powerful partner that has allowed it to start finding its way into public library and school computers throughout the country. As part of its new “Defending Democracy” initiative, Microsoft announced last August that it would be partnering with Newsguard to actively market the company’s ranking app and other services to libraries and schools throughout the country. Microsoft’s press release regarding the partnership states that Newsguardwill empower voters by providing them with high-quality information about the integrity and transparency of online news sites.

Since then, Microsoft has now added the Newsguard app as a built-in feature of Microsoft Edge, its browser for iOS and Android mobile devices, and is unlikely to stop there. Indeed, as a recent report in favor of Microsoft’s partnership with Newsguard noted, “we could hope that this new partnership will allow Microsoft to add NewsGuard to Edge on Windows 10 [operating system for computers] as well.

Newsguard, for its part, seems confident that its app will soon be added by default to all mobile devices. On its website, the organization notes that “NewsGuard will be available on mobile devices when the digital platforms such as social media sites and search engines or mobile operating systems add our ratings and Nutrition Labels directly.” This shows that Newsguard isn’t expecting its rating systems to be offered as a downloadable application for mobile devices but something that social media sites like Facebook, search engines like Google, and mobile device operating systems that are dominated by Apple and Google will “directly” integrate into nearly every smartphone and tablet sold in the United States.

A Boston Globe article on Newsguard from this past October makes this plan even more clear. The Globe wrote at the time: “Microsoft has already agreed to make NewsGuard a built-in feature in future products, and [Newsguard co-CEO] Brill said he’s in talks with other online titans. The goal is to have NewsGuard running by default on our computers and phones whenever we scan the Web for news.

This eventuality is made all the more likely given the fact that, in addition to Microsoft, Newsguard is also closely connected to Google, as Google has been a partner of the Publicis Groupe since 2014, when the two massive companies joined Condé Nast to create a new marketing service called La Maison that is “focused on producing engaging content for marketers in the luxury space.” Given Google’s power in the digital sphere as the dominant search engine, the creator of the Android mobile operating system, and the owner of YouTube, its partnership with Publicis means that Newsguard’s rating system will soon see itself being promoted by yet another of Silicon Valley’s most powerful companies.

Furthermore, there is an effort underway to integrate Newsguard into social media sites like Facebook and Twitter. Indeed, as Newsguard was launched, co-CEO Brill stated that he planned to sell the company’s ratings of news sites to Facebook and Twitter. Last March, Brill told CNN that “We’re asking them [Facebook, Twitter, Microsoft and Google] to pay a fraction of what they pay their P.R. people and their lobbyists to talk about the problem.

On Wednesday, Gallup released a poll that will likely be used as a major selling point to social media giants. The poll — funded by Newsguard and the Knight Foundation, which is a top investor in Newsguard and has recently funded a series of Gallup polls relating to online news — seems to have been created with the intention of manufacturing consent for the integration of Newsguard with top social media sites.

This is because the promoted findings from the study are as follows: “89% of users of social media sites and 83% overall want social media sites and search engines to integrate NewsGuard ratings and reviews into their news feeds and search results” and “69% would trust social media and search companies more if they took the simple step of including NewsGuard in their products.” However, a disclaimer at the end of the poll states that the results, which were based on the responses of 706 people each of whom received $2 to participate, “may not be reflective of attitudes of the broader U.S adult population.

With trust at Facebook nose-diving and Facebook’s censorship of independent media already well underway, the findings of this poll could well be used to justify its integration into Facebook’s platform. The connections of both Newsguard and Facebook to the Atlantic Council make this seem a given.

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