Companies charge money to change your Wikipedia page

This article, from Pirate Wires, shows something that many of us already knew: there’s a thriving industry out there to either create or buff up your Wikipedia page, despite it being against the rules.  (I note immediately that I neither created nor had anyone buff up my page.)

There are two types of editing: “white hat editing” in which paid interests are disclosed and direct edits aren’t made, and which may be okay (I don’t agree), and “black hat editing,” in which edits are made without conflicts of interest being disclosed, which is definitely against Wikipedia’s rules. New article are even created to boost businesses or organizations. Both of the latter two are against Wikipedia’s rules, but are hard to police.

I’ll give just a few examples to show you what kind of stuff is subject to paid editing:

. . . . . Today, Wikipedia’s list of black-hat editors includes over 200 companies, many of which operate dozens of front companies and subsidiary brands. One of the biggest and highest-profile is Abtach, a Pakistani firm founded in 2015 linked to an IT company called Intermarket Group. On Wikipedia, Abtach has been tied to at least 130 different Wikipedia editing front companies that operate under domains like Wikicreatorsinc.com, Wikicreation.services, Wikipedia Pro, Wikipedia Legends, and USAwikispecialists.com. Alongside its Wikipedia activities, Abtach’s owners run a parallel business selling low-cost trademark applications under names like Trademark Terminal, Trademark Eminent, Trademark Excel and more than a dozen others. In 2022, the US Patent and Trademark Office (USPTO) found that firms tied to Abtach had defrauded customers, in some cases by billing them for multiple filings when only one single-class trademark was filed. USPTO invalidated 5,500 trademarks as a result of the investigation and Google banned the companies from advertising. The previous year, the Federal Investigation Agency, Pakistan’s equivalent to the FBI, investigated the company for criminal fraud.

While Abtach may have pushed the boundaries farther than most, there are hundreds of Abtach-like companies out there — many based in Pakistan, India and Ukraine, but some of the longest standing and most impactful in the UK, Switzerland, France, Spain and the US — each with a profusion of front sites and domains ready to slurp up overflowing demand. Most of what these black hat firms offer is a kind of blunt-force approach to reputation management. For $1,200 to $1,500, they promise to create a Wikipedia article about you or your company. The process will take around a week (or so you’ll be told) with half the payment made up front and the other half upon completion. Payments are usually made in the form of bank wires, which are much more difficult to reverse than credit card charges. Frequently, the newly created article will be taken down by Wikipedia community editors patrolling for articles that don’t meet the site’s notability threshold. In some of these cases, black-hat companies will demand further payment to get the article back up, forcing clients to double the $1,500 investment, then triple it, etc.

And oy, the NYT does it!

While the mainstream media has covered the issue of Wikipedia editing, they have not been immune to its temptations. In 2020, during the lead-up to A.G. Sulzberger — the scion to the Sulzberger dynasty that controls the New York Times — assuming the chairman position at the newspaper, the Times hired one of the first and most highly regarded white-hat Wikipedia firms, Beutler Ink. Readying A.G. for the new post at the height of the #MeToo movement, the firm requested community editors beef up of the section on the incoming chairman’s journalistic experience, including a heroic account of Sulzberger’s time as an intern at the Providence Journal, where he “revealed” a local country club was not open to women. A range of other similar additions were requested — and made — including Sulzberger’s stint at The Oregonian newspaper, “writing more than 300 pieces about local government and public life, including a series of investigative exposés on misconduct by Multnomah County Sheriff Bernie Giusto” — language provided almost verbatim by Beutler Ink.

This seems unethical for a newspaper, and especially unethical for what is supposed to be a leading and reputable newspaper.  A few more clients, which will surprise you.

The list of Beutler Ink’s clients alone reveals the staggering scale of this activity. A small sample includes media executive and Democratic mega donor Jeffrey Katzenberg, Pfizer CEO Albert Bourla, Reddit co-founder Steve Huffman, Simon and Schuster CEO Jonathan Karl and Deputy Secretary of Defense Kathleen Hicks. Corporate clients include Reddit, MetLife, Accenture, Intel, IBM, Hubspot, Hilton, Vox Media, Dick’s Sporting Goods, United Airlines, Amdocs, Gallup, Allergan, Breyers, Vimeo and Waymo.

The PR tactics and marketing KPIs involved are just as diverse. While the New York Times turned to Wikipedia to burnish its brand, NBC News hired a white-hat firm to do damage control during a period of major upheaval. The scandal began when Today show host and media super-star Matt Lauer was abruptly fired in 2017 following serious allegations of sexual misconduct. In October 2019, an excerpt from a book by Ronan Farrow reported shocking details on the allegations, and claims top NBC executives, including NBC News chairman Andrew Lack and president Noah Oppenheim, quashed Farrow’s reporting on the scandal when he was at the network.

The revelations sent NBC into a tailspin. . .

Does this mean you can’t trust Wikipedia? No, though Greg Mayer has been promising me a post on “What’s the matter with Wikipedia?” for about a decade now.  But surely nobody is going to pay to have articles about specific species of animals, chemical compounds, some biographies altered. But as for politics, history, or currently controversial subjects (including people), caveat emptor!