3 Oct 2018

Spreckley helps eyeo tackle fake news with parliamentary engagement

The client

eyeo is the developer of a suite of products including Adblock Plus, the world’s most popular ad blocking software. The free web browser extension aims to rid the internet of annoying and intrusive online advertising. Users across the world have downloaded Adblock Plus over 1 billion times, and it has remained the most downloaded and the most used extension almost continuously since November 2006.

The goals

eyeo’s solutions share a common purpose: to put users in control of a fair and profitable web. This explains its eagerness to address one of the most pertinent issues facing online consumers – fake news.

eyeo developed a free browser extension named Trusted News, which works to analyse the reliability of visited websites and alert users of biased, untrustworthy or malicious content as they anonymously surf the internet. The company hoped that the technology would help tackle the propagation of misinformation across the entire internet by empowering the user to spot fake news sources.

eyeo acknowledged that a strong regulatory response is also needed if the issue of fake news is to be properly addressed, given its habitation and ramifications beyond the internet.

The company aimed to engage with UK legislators on the matter to inform the political debate and contribute to a long-term solution that works for users, content creators and the general public.

The achievements

Committee invitation

Invited to meet the Digital, Culture, Media & Sport Select Committee on the issue of fake news and advised on the action to be taken by Parliament.

Fake news evidence

Invited to provide supplementary evidence to the Government on the potential of technology to solve the issue of fake news.

Boosting eyeo's integrity

Established eyeo as a credible commentator on the issue, leading to increased media interest and coverage of Trusted News in key titles such as Tech Crunch.

Building relationships

Established long-term working relationships with an influential group of legislators and political stakeholders.