- This is the internet's weeds

2018 was an eye-opener for us, " says the boss of Facebook Norway, Rune Paulseth to the Newspaper.

Facebook is running a sjarmoffensiv in connection with that in these days celebrates 15 years, after a difficult 2018, which has been referred to as an "annus horibilis" for the company.

Scandals around the company's handling of personal data, including Cambridge analytica scandal did that Mark Zuckerberg had to explain himself to the Congress of the united STATES. In the spring of last year was 80 billion dollars shaved away from the company's market value.

Analysis of how the so-called Russian trollfabrikker used fake profiles and created fake organizations to polarisere the political landscape ahead of the last us presidential election, is still in progress.

We were too slow and too naive. We did not understand what kind of impact this could have. Many people are consciously looking to challenge the democratic system, and they have seen a strength in our platform, " says Paulseth.

Now the result, the company invests billions to ensure Our integrity.

- We shall have a long-term perspective on security. We should have about 30,000 people who work here, " says Paulseth.

He says that Facebook has removed two billion fake profiles only the second half of 2018.

- This is the internet's weeds. Most of these profiles are created for financial gain, but also for political motives. We need to be a bit smarter than those who try to use the platform to do damage, " says Paulseth.

the Promise to pay the tax

Even though Facebook has had a tough year when it comes to reputation, to pour money into. The company had a turnover of nok 145 billion in the fourth quarter. They are the world's fifth-largest company, with a market value of 541 billion dollars. In front of them lies the other teknologigigantene Apple, Amazon, Alphabet (Google) and Microsoft.

3.4 million norwegians over the age of 18 years use Facebook, and the company has eaten into a significant part of the Norwegian advertising market. Nevertheless, the report the very low turnover in Norway. In 2017 they reported a turnover of nok 27 million, with a negative result of 0.7 million. The turnover is far less than the estimated revenues in Norway. Mediebyrågruppen Groupm has estimated Facebook's revenue in Norway in 2018 to over two billion.

But now Facebook start to pay tax on the properly, the laws of Paulseth.

- From the 1. July 2018, we have changed how we this leads. WE now report all of the earnings generated by our team here. But tax is complex. What we have said is that we should report it as earned by the local team. We relate to the laws and regulations that are.

- So we can expect that Facebook will pay normal corporate tax for 2018?

I don't know what the normal corporate tax should be in Norway, says Paulseth.

Lose the younger Now allows Facebook you retract messages you have sent

The Norwegian office is located anonymously in Bjørvika. Here is no logo, or thumbs up, just a papirlapp on the doorbell: "Facebook". There is little evidence that the world's fifth largest company, is located here.

On the Norwegian office sits mostly sellers, who works at the Norwegian advertising market. Decisions about content on Facebook, for example, on the issues to be removed, users should be blocked or puppebilder shall be taken down, taken by Norwegian employees working in other european cities, in Barceona, Dublin or Berlin.

Rune Paulseth has been the leader for Facebook Norway since 2015, and opened norgeskontoret the year after.

Even though Facebook in the course of 15 years, the closest has monopolisert the public conversation, is the use in Norway is slightly weaker, according to Ipsos. The decline is greatest in the group of 18-29 years.

- If we see over time that the young do not see the value of our platform, we have something we have to work with, " says Paulseth.

Facebook also owns Instagram, Whatsapp and the messaging service Messenger.

- We have a family of apps, and use to move around a bit. Younger users are moving to Instagram, but they are on Facebook also. Messenger is probably the most used kommunikasjonsformen in Norway today, " says Paulseth.

the Changes in what once was called the dotcom industry goes often the quick, and companies that may seem uangripelige a day can feel the ground fail under them the next. But Paulseth fykter no Myspace-fate for Facebook.

We are governed by their behaviour in order to. What is the next list I do not know, it knows the users. Marketplace our, for example, came as a result of that people on their own initiative had created the 20,000 buying and selling groups on Facebook. Then we will make the experience better and safer, " he says.

OPEN: Peter Münster, nordic communications manager at Facebook, and head of the Norgeskontoret, Rune Paulseth. Photo: Nina Hansen / DAGBLADET Show more Where the line is

When they are managing such a significant part of the public conversation is also a big focus on how Facebook manages this responsibility. Where goes the limit for what can be said on the platform? What is hatprat, and what must be allowed in the expression name?

- We must do our to prevent hatprat and bullying, " says Paulseth.

- But what is hatprat is complicated?

- There is no international standard for what is hatprat. We have eleven different offices that are working with this. And we must also attend to the concern for freedom of expression, " says Peter Münster, nordic communications manager at Facebook.

We published last year, the internal guidelines we try to enforce. But it is difficult. The same image of a young person who self-harm can be divided in many different contexts. It can be like a warning, "don't do this", or as a solicitation. Young people also communicate a lot with emojis, no words, and there is much regional slang, " says Münster.

despite the cross-border facebookadferdens huge variety and varying cultural codes, believe Münster that machines can learn to draw distinctions between what is allowed and what needs to be removed.

OMNIPRESENT: is A ubiquitous brand that Facebook can allow himself a discreet façade. A discreet papirlapp on the doorbell is the only sign that the world's fifth largest company is built in Bjørvika. Photo: Nina Hansen / DAGBLADET Show more

We have hardware today that is very good to recognize terroristpropaganda. We will also be better to see the fake profiles, " says he, and shows a bar graph which shows that the proportion of records that are to be taken down because of the artificial conscience increases in relation to the items taken down on the basis of reporting from users.

No more tit

A recurring torment for scandinavian users and the media houses are Facebook's prippenhet when it comes to nudity, which the hardware automatically takes down the pictures of a naked kvinnebryst or genitals. In 2016 removed the company including one of the most well-known dokumentarbildene from the vietnam war, that shows naked children running after a bombing. Users who posted the picture was blocked, including prime minister Erna Solberg.

Facebook can not promise that they will allow more nudity of respect for the Norwegian culture.

- There is a minority who want more nudity on Facebook. It is Denmark and Sweden and Finland. And Norway. And in these countries, there are also people with a different culture, which is satisfied that there is little nudity on Facebook, " says Münster.