Yelpが初公表したレポートによると投稿レビューの25%が非推奨に

今回は「Yelpが初公表したレポートによると投稿レビューの25%が非推奨に」についてご紹介します。

関連ワード （Yelp等） についても参考にしながら、ぜひ本記事について議論していってくださいね。

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レビューサイトの老舗Yelpが初めて、信頼と安全レポート（trust and safety report）を発表した。同社によるとその目的は、不正なあるいは不正確で役に立たないコンテンツを取り締まることだ。

Yelpのメインのコンテンツは一般ユーザーによる地元の企業やお店の評価や情報であり、その他のソーシャルメディアプラットフォームを悩ませている偽情報とは無縁だと思いたいが、Yelpのレビューにお店や企業の命運が左右されることもある。

他のオンラインプラットフォームと同様、Yelpもソフトウェアによる選別と人間によるチェックを併用している。ソフトウェアの主な仕事は、寄せられたレビューを推奨 / 非推奨に分けることだ。同社の信頼と安全グループプロダクトマネージャーであるSudheer Someshwara（スディール・ソメシュワラ）氏によると、非推奨になる理由は、利害関係者が書いたらしいとか、企業から頼まれた提灯記事っぽいとか、過去にほとんど投稿のない人からの、意図のよくわからない投稿であることとなる。

ソメシュワラ氏は「私たちは公平と誠実さを重視している。ソフトウェアが行った決定をYelpの社員が覆すことはできない。技術者でもだ」と述べている。「企業についても、それは同じだ。広告を出しているか、いないは関係ない」。

画像クレジット：Yelp

同社によると、2020年の投稿数は1810万ほどで、そのうち460万、すなわち約25％がソフトウェアにより非推奨とされた。ソメシュワラ氏によると、非推奨になったレビューは全部が消されるわけではなく、別のところで探せるものもあるという。

削除されるものもあるが、その際は同社のユーザー対応部門が介入する。同社の法務と信頼と安全担当副社長Aaron Schur（アーロン・シュール）氏は、次のように説明している。「企業にも一般ユーザーにも、レビューを容易に判定できるようにしている。彼らが疑問符を付けたコンテンツは担当者が査読して、適否を判断している。その時点で、ガイドラインに違反していたら削除される」。

Yelpによると、2020年は同社のポリシーへの違反で約71万件（4％）のレビューが完全に削除された。その中の5200件ほどは、同社の新型コロナウイルスに関するガイドラインに違反していた。特に、その店舗から新型コロナを移された、マスク着用義務への不平、閉めない店に対する批判などは削除される。また、別の1万3300件は5月25日から年末までの間に、脅迫やわいせつ、ヘイトスピーチ、その他の有害なコンテンツとして削除された。

ユーザー対応担当副社長であるNoorie Malik（ヌーリー・マリク）氏は「現在、起きていることはどのようなものでも必ず、何らかのかたちでYelpにもやってくる。人びとは、Yelpやその他のソーシャルメディアプラットフォームを利用して、自分の意見を言いたいのだ」という。

政治的な信条を吐露は、マリク氏のいう「Yelpの原則的指針」に抵触することがある。原則は、レビューが「自分の実体験に基づいている」ということだ。そのためYelpが開発したソフトウェアは、異常な活動を見つけたり「格づけやレビューを操作しようとする露骨な試み」と見えるものには警告を出したりする。特に、メディアに刺激されたと思われる諸説は前年比で206％増加した（ほぼ3倍）。

レビューの中で政治的な意見を述べてはいけないということではないが、とにかくYelpのレビューの原則は、本人の実体験であることだ。どこかでネガティブな記事を読んだとか、お店に対する怒りのツイートがあるなど、間接的な素材をネタに使ってはいけない。マリク氏によると、そういうレビューは、Yelpのチームが同感であっても削除される。

例えばそのお店のオーナーや従業員が人種差別的に振る舞っていた、というメディア記事を元に書かれたと思われるレビューは削除するが、しかし2020年の12月には2つのお店に「人種差別で非難されている」というラベルをつけて、レビューを載せたことがある。それらのお店は、オーナーや従業員による人種差別的行為の証拠があまりにも露骨で明白だったからだ。

Yelpは、そうやって個々のレビューや異状に対応する他に、不正なレビューを投稿する集団を見つけるための「おとり捜査」も行う。

実際に彼のチームはこれまで、レビューのリングに結びついていると思われる1200のユーザーアカウントを閉鎖したようであり、200近いグループを他のプラットフォームに報告した。そして同社は最近、そういうグループからのレビューを見つけて非推奨にするソフトウェアのアルゴリズムをアップデートした。

関連記事：レビューサイト最大手Yelpが店舗の新型コロナ対策に関するユーザーフィードバックを表示

画像クレジット：Andrew Harrer/Bloomberg/Getty Images

【原文】

Yelp released its very first trust and safety report this week, with the goal of explaining the work that it does to crack down on fraudulent and otherwise inaccurate or unhelpful content.

With its focus on local business reviews and information, you might think Yelp would be relatively free of the misinformation that other social media platforms struggle with. But of course, Yelp reviews are high stakes in their own way, since they can have a big impact on a business’ bottom line.

Like other online platforms, Yelp relies on a mix of software and human curation. On the software side, one of the main tasks is sorting reviews into recommended and not recommended. Group Product Manager for Trust and Safety Sudheer Someshwara told me that a review might not be recommended because it appears to be written by someone with a conflict of interest, or it might be solicited by the business, or it might come from a user who hasn’t posted many reviews before and “we just don’t know enough information about the user to recommend those reviews to our community.”

“We take fairness and integrity very seriously,” Someshwara said. “No employee at Yelp has the ability to override decisions the software has made. That even includes the engineers.”

He added, “We treat every business the same, whether they’re advertising with us or not.”

Image Credits: Yelp

So the company says that last year, users posted more than 18.1 million reviews, of which 4.6 million (about 25%) were not recommended by the software. Someshwara noted that even when a review is not recommended, it’s not removed entirely — users just have to seek it out in a separate section.

Removals do happen, but that’s one of the places where the user operations team comes in. As Vice President of Legal, Trust & Safety Aaron Schur explained, “We do make it easy for businesses as well as consumers to flag reviews. Every piece of content that’s flagged in that way does get reviewed by a live human to decide whether it should should be removed for violating our guidelines.”

Yelp says that last year, about 710,000 reviews (4%) were removed entirely for violating the company’s policies. Of those, more than 5,200 were removed for violating the platform’s COVID-19 guidelines (among other things, they prohibit reviewers from claiming they contracted COVID from a business, or from complaining about mask requirements or criticizing a business had to close due to safety regulations). Another 13,300 were removed between May 25 and the end of the year for threats, lewdness, hate speech or other harmful content.

“Any current event that takes place will find its way onto Yelp,” acknowledged Vice President of User Operations Noorie Malik. “People turn to Yelp and other social media platforms to have a voice.”

But expressing political beliefs can conflict with what Malik said is Yelp’s “guiding principle,” namely “genuine, first-hand experience.” So Yelp has built software to detect unusual activity on a page and will also add a Consumer Alert when it believes there are “egregious attempts to manipulate ratings and reviews.” For example, it says there was a 206% increase in media-fueled incidents year over year.

It’s not that you can’t express political opinions in your reviews, but the review has to come from firsthand experience, rather than being prompted by reading a negative article or an angry tweet about the business. Sometimes, Malik added, that means the team is “removing content with a point of view that we agree with.”

One example that illustrates this distinction: Yelp will take down reviews that seem driven by media coverage suggesting that a business owner or employee behaved in a racist manner, but at the same time, it also labeled two businesses in December 2020 with a “Business Accused of Racism” alert reflecting “resounding evidence of egregious, racist actions from a business owner or employee.”

Beyond looking at individual reviews and spikes in activity, Someshwara said Yelp will also perform “sting operations” to find groups that are posting fraudulent reviews.

In fact, his team apparently shut down 1,200 user accounts associated with review rings and reported nearly 200 groups to other platforms. And it just rolled out an updated algorithm designed to better detect and unrecommend reviews coming from those groups.

（文：Anthony Ha、翻訳：Hiroshi Iwatani）

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