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"Critics have pointed out that they're being reactive," Raicu said. "But they're trying to deal with problems that arise, and at the same time, we want them to look ahead and anticipate problems. And that's not easy given the size of these companies and the scale of these platforms."

It's "not about whether they're going to make the right call every time, because obviously they won't," Raicu said. "But the question is, if they turn out to have been mistaken, how quickly do they recognize that? How do they respond ethically when it turns out that they've caused harm in the world?"

 Irina Raicu, director of Internet Ethics, quoted on Inc.com.