X's new parody labels won't fix its impersonation problem

X is further aiming to clamp down on impersonation by rolling out a label for parody accounts to help make them distinct from the real deal. Users will now start seeing the label on posts as well as profile pages.

The company says that the goal of the label is to improve transparency, but there's a fatal flaw in how X is going about that. As it stands, the label is not yet mandatory. And as TechCrunch notes, operators of parody accounts have to apply it manually (by going to the "your account" section" in settings, then to "account information" and enabling “Parody, commentary and fan account” option).

"We’re rolling out profile labels for parody accounts to clearly distinguish these types of accounts and their content on our platform. We designed these labels to increase transparency and to ensure that users are not deceived into thinking such accounts belong to the entity being parodied," X wrote in an announcement. "Parody labels will be applied to both posts and accounts on X to clearly demonstrate the source of the content you’re seeing. We’ll share details soon on when the label will become mandatory for parody accounts."

The company added that parody accounts still have to adhere to the platform's rules, including those related to authenticity. "Parody, Fan, and Commentary (PCF) labels are selected by people on X to indicate that the account depicts another person, group, or organization in their profile to discuss, satirize, or share information about that entity," the label's description reads. "This label distinguishes these accounts to ensure they do not cause confusion for others or incorrectly imply any affiliation."

Since X isn't applying the label to accounts itself (seemingly relying on the community to flag impersonators rather than take a more active approach to moderation) and the fact it isn't mandatory yet, it's unlikely to meaningfully target the problem of impersonation. 

Scammers who impersonate, say, X owner Elon Musk in an attempt to squeeze some bitcoin out of other users won't exactly be inclined to put the label on their accounts. And those who simply don't care about having their account banned by imitating a legitimate news outlet, brand or celebrity to spread misinformation are unlikely to either. It's almost as if the entire concept of authenticity on X has been a mess ever since the company allowed anyone to buy a blue checkmark for their profile.

This article originally appeared on Engadget at https://www.engadget.com/social-media/xs-new-parody-labels-wont-fix-its-impersonation-problem-134514427.html?src=rss https://www.engadget.com/social-media/xs-new-parody-labels-wont-fix-its-impersonation-problem-134514427.html?src=rss