Authors Jeff Gary and Ashkan Soltani argue that in order to reduce the spread of misinformation and harmful content on social media, rather than mandating specific content based regulations, it is more effective to address the business models under which social media platforms operate .

According to the authors, the underlying platform business models encourage and enable the spread of harmful content, including fake news. The business practice of most of these private company platforms is mainly based on tailored and targeted advertising.

What enables targeted advertising is data collection from users. And in order to collect more data about the interests, preferences, personality, and behavior of specific users, social media platforms need to maximize the frequency and intensity with which users users interact with their platform.

Misinformation, harmful speeches, and conspiracy theories are financially advantageous to the platforms because they increase engagement of users and illicit responses. Fake news may be shared by users when it is is reaffirming of their sense of identity, community, and culture. When users spend more time on these platforms, more of their data can be collected and the more exposed they are to targeted advertising.

It is not just users that promote divisive and controversial contents; the platforms themselves promote such speech to garner user attention. Examples that the authors provide are Facebook's permission, until recently, to use the category "Jew haters" by advertisers for targeted advertisement and how Facebook distributed anti-vaccination ads to potential young mothers.