Some argue that the business model of social media makes it inherently at risk of spreading misinformation. The business model operates under the goal of enticing advertisers to pay to advertise, and they can attract advertisers by collecting user’s data and allowing advertisers to use that to make targeted advertisements. In order for platforms to attract advertisers, they need to have many users, as that increases both the amount of data available to advertisers as well as the amount of people who see their advertisements. In this way, social media are incentivized to spread shocking and sensational information, which can often include misinformation.