Issue of the month
A striking issue of the past month is the discussion surrounding Bol.com due to its principled refusal to select search results that can prevent the spread of fake news about vaccination. Customers who search for 'vaccination' at Bol.com will be shown search results of books in order of popularity based on an algorithm. In this case, at the top of the list there are mainly anti-vaccination books. This creates a 'false balance', according to Hans van Vliet, head of the vaccination program at the National Institute for Public Health and the Environment. 'It seems as if there is enormous doubt in science about vaccination, while it concerns a small group that says incorrect things.'
State Secretary Paul Blokhuis (Public Health) wants Bol.com to stop prominently selling anti-vaccination books. 'If you see how much we do in the Netherlands to underline the importance of vaccination, all of which is completely scientifically substantiated, it is quite counterproductive when such a commercial provider offers books that go 180 degrees in the other direction.' An understandable call from Blokhuis, but also a daring one. Because a government official who interferes with what people should or should not read is treading on thin ice. Blokhuis has made a clear statement, but he cannot force Bol.com to stop selling books with unfactual information about vaccinations.
Stick to the algorithm or move along with social issues?
Bol.com chooses to stick to the algorithm on principle, in which the order of the search results is determined by the 'click and search behavior' of customers. A very customer-friendly and commercial algorithm, where the customer has the greatest chance of finding what he is looking for. But it is not exactly 'society-friendly'. Because society benefits from balanced, nuanced and, above all, correct information, especially when it comes to topics that negatively affect public health. Bol.com makes a clear choice for 'money over matter'. A choice that will not yield any 'reputation points', to say the least.
Social responsibility
While bol.com hides behind its algorithms, Facebook and Google indicated this month that they will make groups that spread incorrect information about vaccination more difficult to find. A sympathetic, but above all necessary action by these tech giants in the fight against fake news. And also proof of a well-functioning CSR policy. Because if - as with Bol.com - you indicate in your corporate vision that you look at 'what makes society better' and that you are 'convinced that you can achieve the most in your own living environment', then you must also take your social responsibility in the fight against fake news. Especially when it comes to a specific, well-defined issue such as vaccination. Looking away or 'diving' is not wise in our opinion. Our advice to Bol.com is: honor your own CSR policy; actions rather than words.
