Researcher Explores the Ethics of Manipulation in Digital Age

In an era dominated by social media and artificial intelligence, the concept of manipulation has taken center stage in both public discourse and academic research. Dr. Fleur Jongepier, a researcher at the Delft Digital Ethics Centre (DDEC), has dedicated her career to understanding what makes something manipulation and how this understanding can guide ethical technology development.

Jongepier’s journey into this field began in 2019 after the Cambridge Analytica scandal revealed how Facebook data was being used for political campaign targeting. “Manipulation on social media was all over the news, but there was hardly any philosophical discussion yet,” she explains. “I felt personally affected since I experienced the pull of social media, sometimes getting distracted from work, but I didn’t simply want to blame social media without understanding what actually constitutes manipulation.”

This question led her to pursue a fellowship at Stanford and later at St. Gallen to research the concept more deeply. Today, it remains her primary research focus, one she describes as “endlessly fascinating” given the rapid pace of technological development.

Contrary to common perception, manipulation isn’t always explicitly malicious, according to Jongepier. “It is definitely a morally dubious form of social influence that should always raise concerns, but it can sometimes be justified by its positive effects,” she notes. The core issue lies in the fact that manipulation doesn’t support clear thinking or authentic decision-making, regardless of whether it’s used for good or bad purposes.

She points to health applications as examples of potentially beneficial manipulation, where users might be influenced to make healthier choices. “Nudging” is another example—placing healthy food options more prominently in cafeterias to influence selection. “In a sense, it’s an irrational choice because the location of food shouldn’t matter in your decision, which makes it a form of manipulation. But it may be justifiable because it benefits people’s health,” she explains.

The researcher has grown increasingly skeptical of certain design practices widely accepted in the technology industry. “One of the most influential books in User Experience design essentially outlines how to create ‘habit-forming products’—which is effectively a manual for manipulative design,” Jongepier observes. “It’s used enthusiastically throughout the industry with barely any consideration of the ethical implications.”

Her work has already begun influencing policy. Last year, she contributed to a European Commission report on meaningful and ethical communication, specifically addressing where manipulation becomes problematic. She also serves as an advisor on algorithmic systems for the municipality of Rotterdam and is developing a blog series on manipulation.

The emergence of generative AI raises new concerns about manipulation’s potential scope and impact. “Technology brings our attention to phenomena that were always there, but now these factors are magnified,” Jongepier says. “Generative AI increases the potential for successful manipulation on a massive scale, whereas previously we dealt mostly with manipulation in one-to-one interactions.”

To address these challenges, Jongepier employs the Design for Values methodology, which explores conceptual, empirical, and technical questions relevant to ethical design. One current project involves developing an AI assistant for young couples planning to have children, focusing on healthy lifestyle interventions. The research team is interviewing potential users about their views on manipulation to inform both the design process and deeper conceptual understanding.

When asked about balancing stakeholder perspectives in designing for values, Jongepier acknowledges the fundamental challenge. “People’s perspectives are important, but there are limits—especially if people have been manipulated into believing manipulation isn’t problematic.” She suggests that philosophical theories must complement user input to provide a balanced approach.

Looking ahead, Jongepier is embarking on a project to deliver mental health support for people with lower socioeconomic status using generative AI. “A crucial focus for us is navigating the power of Generative AI while steering clear of manipulation,” she emphasizes.

She’s also writing a book on the ethical concept of manipulation and plans to further explore the psychological dimensions of her research. “We need to understand why we do the things we do,” she concludes, “and technology should support that understanding rather than undermine our autonomy.”