Thales Bertaglia

Thales Bertaglia, Haoyang Gui, Catalina Goanta et al.

Public consultations generate large volumes of data in the form of stakeholder submissions that are practically unfeasible to analyse manually. We present an end-to-end LLM-based pipeline and interactive dashboard for structured topic extraction from regulatory consultation submissions, demonstrated on the European Commission's Digital Fairness Act (DFA) public call for evidence as a case study. The system processes raw PDF attachments and web-form responses, extracts topic annotations, and grounds every extraction in a verbatim quote from the source text. Applied to 4,322 DFA submissions, the pipeline produced 15,368 topic annotations supported by 20,951 verbatim evidence quotes. Three principles govern the proposed design: verbatim grounding, full traceability, and transparency by design. The dashboard exposes the full extraction dataset through five analytical views, from dataset-level topic overviews to individual paragraph drill-downs, with every result traceable to its source. Beyond the predefined DFA topic categories, the pipeline generated certain stakeholder concerns, such as Age Verification, Payment Processor Censorship, and Digital Ownership, that a fixed-taxonomy approach would have missed. The pipeline is domain-generic; adapting it to a new consultation requires only a prompt update and a new dataset. A live demo is available at https://dfa-dashboard.thalesbertaglia.com/. The code and processed data are publicly available at https://github.com/thalesbertaglia/dfa-dashboard.

Catalina Goanta, Savvas Zannettou, Rishabh Kaushal et al.

To facilitate accountability and transparency, the Digital Services Act (DSA) sets up a process through which Very Large Online Platforms (VLOPs) need to grant vetted researchers access to their internal data (Article 40(4)). Operationalising such access is challenging for at least two reasons. First, data access is only available for research on systemic risks affecting European citizens, a concept with high levels of legal uncertainty. Second, data access suffers from an inherent standoff problem. Researchers need to request specific data but are not in a position to know all internal data processed by VLOPs, who, in turn, expect data specificity for potential access. In light of these limitations, data access under the DSA remains a mystery. To contribute to the discussion of how Article 40 can be interpreted and applied, we provide a concrete illustration of what data access can look like in a real-world systemic risk case study. We focus on the 2024 Romanian presidential election interference incident, the first event of its kind to trigger systemic risk investigations by the European Commission. During the elections, one candidate is said to have benefited from TikTok algorithmic amplification through a complex dis- and misinformation campaign. By analysing this incident, we can comprehend election-related systemic risk to explore practical research tasks and compare necessary data with available TikTok data. In particular, we make two contributions: (i) we combine insights from law, computer science and platform governance to shed light on the complexities of studying systemic risks in the context of election interference, focusing on two relevant factors: platform manipulation and hidden advertising; and (ii) we provide practical insights into various categories of available data for the study of TikTok, based on platform documentation, data donations and the Research API.

Taylor Annabell, Robert Gorwa, Rebecca Scharlach et al.

Like other social media, TikTok is embracing its use as a search engine, developing search products to steer users to produce searchable content and engage in content discovery. Their recently developed product search recommendations are preformulated search queries recommended to users on videos. However, TikTok provides limited transparency about how search recommendations are generated and moderated, despite requirements under regulatory frameworks like the European Union's Digital Services Act. By suggesting that the platform simply aggregates comments and common searches linked to videos, it sidesteps responsibility and issues that arise from contextually problematic recommendations, reigniting long-standing concerns about platform liability and moderation. This position paper addresses the novelty of search recommendations on TikTok by highlighting the challenges that this feature poses for platform governance and offering a computational research agenda, drawing on preliminary qualitative analysis. It sets out the need for transparency in platform documentation, data access and research to study search recommendations.

Thales Bertaglia, Stefan Huber, Catalina Goanta et al.

Regulatory bodies worldwide are intensifying their efforts to ensure transparency in influencer marketing on social media through instruments like the Unfair Commercial Practices Directive (UCPD) in the European Union, or Section 5 of the Federal Trade Commission Act. Yet enforcing these obligations has proven to be highly problematic due to the sheer scale of the influencer market. The task of automatically detecting sponsored content aims to enable the monitoring and enforcement of such regulations at scale. Current research in this field primarily frames this problem as a machine learning task, focusing on developing models that achieve high classification performance in detecting ads. These machine learning tasks rely on human data annotation to provide ground truth information. However, agreement between annotators is often low, leading to inconsistent labels that hinder the reliability of models. To improve annotation accuracy and, thus, the detection of sponsored content, we propose using chatGPT to augment the annotation process with phrases identified as relevant features and brief explanations. Our experiments show that this approach consistently improves inter-annotator agreement and annotation accuracy. Additionally, our survey of user experience in the annotation task indicates that the explanations improve the annotators' confidence and streamline the process. Our proposed methods can ultimately lead to more transparency and alignment with regulatory requirements in sponsored content detection.

Thales Bertaglia, Catalina Goanta, Adriana Iamnitchi

YouTube is a major social media platform that plays a significant role in digital culture, with content creators at its core. These creators often engage in controversial behaviour to drive engagement, which can foster toxicity. This paper presents a quantitative analysis of controversial content on YouTube, focusing on the relationship between controversy, toxicity, and monetisation. We introduce a curated dataset comprising 20 controversial YouTube channels extracted from Reddit discussions, including 16,349 videos and more than 105 million comments. We identify and categorise monetisation cues from video descriptions into various models, including affiliate marketing and direct selling, using lists of URLs and keywords. Additionally, we train a machine learning model to measure the toxicity of comments in these videos. Our findings reveal that while toxic comments correlate with higher engagement, they negatively impact monetisation, indicating that controversy-driven interaction does not necessarily lead to financial gain. We also observed significant variation in monetisation strategies, with some creators showing extensive monetisation despite high toxicity levels. Our study introduces a curated dataset, lists of URLs and keywords to categorise monetisation, a machine learning model to measure toxicity, and is a significant step towards understanding the complex relationship between controversy, engagement, and monetisation on YouTube. The lists used for detecting and categorising monetisation cues are available on https://github.com/thalesbertaglia/toxmon.

Catalina Goanta, Thales Bertaglia, Adriana Iamnitchi

In the course of under a year, the European Commission has launched some of the most important regulatory proposals to date on platform governance. The Commission's goals behind cross-sectoral regulation of this sort include the protection of markets and democracies alike. While all these acts propose sophisticated rules for setting up new enforcement institutions and procedures, one aspect remains highly unclear: how digital enforcement will actually take place in practice. Focusing on the Digital Services Act (DSA), this discussion paper critically addresses issues around social media data access for the purpose of digital enforcement and proposes the use of a legal compliance application programming interface (API) as a means to facilitate compliance with the DSA and complementary European and national regulation. To contextualize this discussion, the paper pursues two scenarios that exemplify the harms arising out of content monetization affecting a particularly vulnerable category of social media users: children. The two scenarios are used to further reflect upon essential issues surrounding data access and legal compliance with the DSA and further applicable legal standards in the field of labour and consumer law.

Haoyang Gui, Thales Bertaglia, Catalina Goanta et al.

Content monetization on social media fuels a growing influencer economy. Influencer marketing remains largely undisclosed or inappropriately disclosed on social media. Non-disclosure issues have become a priority for national and supranational authorities worldwide, who are starting to impose increasingly harsher sanctions on them. This paper proposes a transparent methodology for measuring whether and how influencers comply with disclosures based on legal standards. We introduce a novel distinction between disclosures that are legally sufficient (green) and legally insufficient (yellow). We apply this methodology to an original dataset reflecting the content of 150 Dutch influencers publicly registered with the Dutch Media Authority based on recently introduced registration obligations. The dataset consists of 292,315 posts and is multi-language (English and Dutch) and cross-platform (Instagram, YouTube and TikTok). We find that influencer marketing remains generally underdisclosed on social media, and that bigger influencers are not necessarily more compliant with disclosure standards.

Yuan Zhang, Thales Bertaglia

Detecting uncivil language is crucial for maintaining safe, inclusive, and democratic online spaces. Yet existing classifiers often misinterpret posts containing uncivil cues but expressing civil intents, leading to inflated estimates of harmful incivility online. We introduce LinGO, a linguistic graph optimization framework for large language models (LLMs) that leverages linguistic structures and optimization techniques to classify multi-class intents of incivility that use various direct and indirect expressions. LinGO decomposes language into multi-step linguistic components, identifies targeted steps that cause the most errors, and iteratively optimizes prompt and/or example components for targeted steps. We evaluate it using a dataset collected during the 2022 Brazilian presidential election, encompassing four forms of political incivility: Impoliteness (IMP), Hate Speech and Stereotyping (HSST), Physical Harm and Violent Political Rhetoric (PHAVPR), and Threats to Democratic Institutions and Values (THREAT). Each instance is annotated with six types of civil/uncivil intent. We benchmark LinGO using three cost-efficient LLMs: GPT-5-mini, Gemini 2.5 Flash-Lite, and Claude 3 Haiku, and four optimization techniques: TextGrad, AdalFlow, DSPy, and Retrieval-Augmented Generation (RAG). The results show that, across all models, LinGO consistently improves accuracy and weighted F1 compared with zero-shot, chain-of-thought, direct optimization, and fine-tuning baselines. RAG is the strongest optimization technique and, when paired with Gemini model, achieves the best overall performance. These findings demonstrate that incorporating multi-step linguistic components into LLM instructions and optimize targeted components can help the models explain complex semantic meanings, which can be extended to other complex semantic explanation tasks in the future.

Thales Bertaglia, Lily Heisig, Rishabh Kaushal et al.

Large Language Models (LLMs) raise concerns about lowering the cost of generating texts that could be used for unethical or illegal purposes, especially on social media. This paper investigates the promise of such models to help enforce legal requirements related to the disclosure of sponsored content online. We investigate the use of LLMs for generating synthetic Instagram captions with two objectives: The first objective (fidelity) is to produce realistic synthetic datasets. For this, we implement content-level and network-level metrics to assess whether synthetic captions are realistic. The second objective (utility) is to create synthetic data that is useful for sponsored content detection. For this, we evaluate the effectiveness of the generated synthetic data for training classifiers to identify undisclosed advertisements on Instagram. Our investigations show that the objectives of fidelity and utility may conflict and that prompt engineering is a useful but insufficient strategy. Additionally, we find that while individual synthetic posts may appear realistic, collectively they lack diversity, topic connectivity, and realistic user interaction patterns.

Haoyang Gui, Thales Bertaglia, Catalina Goanta et al.

Influencer marketing has become a crucial feature of digital marketing strategies. Despite its rapid growth and algorithmic relevance, the field of computational studies in influencer marketing remains fragmented, especially with limited systematic reviews covering the computational methodologies employed. This makes overarching scientific measurements in the influencer economy very scarce, to the detriment of interested stakeholders outside of platforms themselves, such as regulators, but also researchers from other fields. This paper aims to provide an overview of the state of the art of computational studies in influencer marketing by conducting a systematic literature review (SLR) based on the PRISMA model. The paper analyses 69 studies to identify key research themes, methodologies, and future directions in this research field. The review identifies four major research themes: Influencer identification and characterisation, Advertising strategies and engagement, Sponsored content analysis and discovery, and Fairness. Methodologically, the studies are categorised into machine learning-based techniques (e.g., classification, clustering) and non-machine-learning-based techniques (e.g., statistical analysis, network analysis). Key findings reveal a strong focus on optimising commercial outcomes, with limited attention to regulatory compliance and ethical considerations. The review highlights the need for more nuanced computational research that incorporates contextual factors such as language, platform, and industry type, as well as improved model explainability and dataset reproducibility. The paper concludes by proposing a multidisciplinary research agenda that emphasises the need for further links to regulation and compliance technology, finer granularity in analysis, and the development of standardised datasets.

Haoyang Gui, Thales Bertaglia, Taylor Annabell et al.

The rise of influencer marketing has blurred boundaries between organic content and sponsored content, making the enforcement of legal rules relating to transparency challenging. Effective regulation requires applying legal knowledge with a clear purpose and reason, yet current detection methods of undisclosed sponsored content generally lack legal grounding or operate as opaque "black boxes". Using 1,143 Instagram posts, we compare gpt-5-nano and gemini-2.5-flash-lite under three prompting strategies with controlled levels of legal knowledge provided. Both models perform strongly in classifying content as sponsored or not (F1 up to 0.93), though performance drops by over 10 points on ambiguous cases. We further develop a taxonomy of reasoning errors, showing frequent citation omissions (28.57%), unclear references (20.71%), and hidden ads exhibiting the highest miscue rate (28.57%). While adding regulatory text to the prompt improves explanation quality, it does not consistently improve detection accuracy. The contribution of this paper is threefold. First, it makes a novel addition to regulatory compliance technology by providing a taxonomy of common errors in LLM-generated legal reasoning to evaluate whether automated moderation is not only accurate but also legally robust, thereby advancing the transparent detection of influencer marketing content. Second, it features an original dataset of LLM explanations annotated by two students who were trained in influencer marketing law. Third, it combines quantitative and qualitative evaluation strategies for LLM explanations and critically reflects on how these findings can support advertising regulatory bodies in automating moderation processes on a solid legal foundation.

Julie Bauer, Rishabh Kaushal, Thales Bertaglia et al.

Numerous studies have proposed computational methods to detect hate speech online, yet most focus on the English language and emphasize model development. In this study, we evaluate the counterfactual fairness of hate speech detection models in the Dutch language, specifically examining the performance and fairness of transformer-based models. We make the following key contributions. First, we curate a list of Dutch Social Group Terms that reflect social context. Second, we generate counterfactual data for Dutch hate speech using LLMs and established strategies like Manual Group Substitution (MGS) and Sentence Log-Likelihood (SLL). Through qualitative evaluation, we highlight the challenges of generating realistic counterfactuals, particularly with Dutch grammar and contextual coherence. Third, we fine-tune baseline transformer-based models with counterfactual data and evaluate their performance in detecting hate speech. Fourth, we assess the fairness of these models using Counterfactual Token Fairness (CTF) and group fairness metrics, including equality of odds and demographic parity. Our analysis shows that models perform better in terms of hate speech detection, average counterfactual fairness and group fairness. This work addresses a significant gap in the literature on counterfactual fairness for hate speech detection in Dutch and provides practical insights and recommendations for improving both model performance and fairness.

Henry Tari, Nojus Sereiva, Rishabh Kaushal et al.

Social media datasets are essential for research on a variety of topics, such as disinformation, influence operations, hate speech detection, or influencer marketing practices. However, access to social media datasets is often constrained due to costs and platform restrictions. Acquiring datasets that span multiple platforms, which is crucial for understanding the digital ecosystem, is particularly challenging. This paper explores the potential of large language models to create lexically and semantically relevant social media datasets across multiple platforms, aiming to match the quality of real data. We propose multi-platform topic-based prompting and employ various language models to generate synthetic data from two real datasets, each consisting of posts from three different social media platforms. We assess the lexical and semantic properties of the synthetic data and compare them with those of the real data. Our empirical findings show that using large language models to generate synthetic multi-platform social media data is promising, different language models perform differently in terms of fidelity, and a post-processing approach might be needed for generating high-fidelity synthetic datasets for research. In addition to the empirical evaluation of three state of the art large language models, our contributions include new fidelity metrics specific to multi-platform social media datasets.