BBC reporter Marianna Spring ... created five fake Americans and opened social media accounts for them, part of an attempt to illustrate how disinformation spreads on sites like Facebook, Twitter and TikTok despite efforts to stop it, and how that impacts American politics. Spring worked with the Pew Research Center in the U.S. to set up five archetypes. Besides the very conservative Larry and very liberal Emma, there's Britney, a more populist conservative from Texas; Gabriela, a largely apolitical independent from Miami; and Michael, a Black teacher from Milwaukee who's a moderate Democrat. Emma is a lesbian who follows LGBTQ groups, is an atheist, takes an active interest in women's issues and abortion rights, supports the legalization of marijuana and follows The New York Times and NPR. These "traits" are the bait, essentially, to see how the social media companies' algorithms kick in and what material is sent their way. That's ... left Spring and the BBC vulnerable to charges that the project is ethically suspect in using false information to uncover false information. "By creating these false identities, she violates what I believe is a fairly clear ethical standard in journalism," said Bob Steele, retired ethics expert. "We should not pretend that we are someone other than ourselves, with very few exceptions." For a story last year, the Wall Street Journal created more than 100 automated accounts to see how TikTok steered users in different directions.