The Mercado Livre buying and selling platform deleted around 6 million fake ads in the last six months of 2021 in Latin America. Among the products that had their ads deleted were medicines, medical equipment, financial products, game accounts, decoders, adult products, tobacco and pirated courses.
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Last Wednesday (18th) the 3rd Transparency Report was released, which contains this data. Although many consider the number high, the platform argues that deleted ads represent only 1% of the more than 585 million published between July and December 2021.
In the report, the company says that ads are controlled by interdisciplinary teams that seek to prevent fraud and that have artificial intelligence and machine learning tools. Of all illegal advertisements, 99.15% were detected by these tools. The others were excluded after complaints from some users.
“We use technology to analyze, in less than 1 second, more than 5 thousand variables to detect, pause or even remove in real time advertisements that violate our Terms and Conditions of Use”, highlighted the director of Anti-Fraud Intelligence at Mercado Livre Brasil, Fabiana Saenz.
Mercado Livre said it considered the result positive, as the number of ads that needed moderation fell by 27% in the second half of 2021. The company noted that the platform received more than 270 million ads between July and December 2021, and only 2 million violated the platform's rules.
According to MercadoLibre reports, after the platform receives a complaint about an ad, it becomes invisible until the rules verification analysis is carried out.
The seller has a period of up to four days to contest the complaint, and the person who reported it has the same period to withdraw or ratify the complaint. If it is confirmed, the ad is removed and the seller is subject to platform sanctions.
“Due to the work of information and education with our users, on average, more than 75% of denounced sellers change their behavior and do not break the rules of the platform again”, he argued Fabian.
Mercado Livre said it provides all the data requested by the authorities in investigation situations. In the last three months of 2021, more than 16 thousand information were requested by the authorities in Latin America.
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