Facebook recently encountered two antitrust lawsuits from U.S. regulators and faces the risk of being split. To this end, Facebook has strengthened government lobbying, recruited a series of experts with government background, and launched a series of internal measures to deal with anti-monopoly. The US media this week took stock of the whole incident. < / P > < p > US federal and state investigators are pushing forward two benchmark antitrust lawsuits against Facebook. Facebook has come up with its own solution: take measures to support future competitors. < / P > < p > in the past few months, federal and local regulators have been investigating Facebook and its CEO Mark Zuckerberg, accusing the company of illegal monopoly. Regulators are increasingly convinced that in the past 17 years, Facebook has been systematically seeking to acquire or eliminate all its competitors and become one of the most profitable digital services in the world in an illegal way. < / P > < p > Facebook disagrees with the charges. Previously, people familiar with the matter revealed that they were mainly supportive of the change of business behavior of Facebook in order to prove its openness. One of Facebook’s ideas is to allow another company or developer to license Facebook’s code and complex user relationship maps, making it easier for them to create their own versions of the social network. < / P > < p > earlier this year, Facebook proposed a relatively vague rectification plan, which is part of it. However, investigators eventually rejected the proposal on the grounds that it failed to fully address competition concerns. Eventually, the Federal Trade Commission and state attorneys general, led by New York attorney general Letitia James, filed two lawsuits this month to try to split Facebook. < / P > < p > in the final days of the U.S. federal and state investigations, Facebook has engaged in intense negotiations. This shows the urgency of Facebook’s desire to fight back against the government’s accusations, and indicates that the company will adopt a more aggressive strategy in future battles. Several sources said that in the 18 month long investigation, Facebook intensified its lobbying efforts, hired powerful former government antitrust lawyers, and launched a series of internal projects related to market competition. < / P > < p > the work of Facebook is preparing for one of the most profound legal disputes in the digital age. Facebook, with a market value of $800 billion, will confront America’s most powerful regulator in court. The end result could affect not only Facebook’s future, but also the entire Silicon Valley, as well as the government’s ability to regulate the technology industry. < / P > < p > Senator Richard Blumenthal said: “law enforcement is getting rid of the complacency of the past few decades, which has given technology companies a free pass.” Before joining Congress 10 years ago, Blumenthal served as Attorney General of Connecticut for 20 years. < / P > < p > these antitrust lawsuits are mainly aimed at two acquisitions of Facebook, namely instagram, a photo sharing app, and WhatsApp, a messaging app. Facebook spent billions of dollars on the two acquisitions in 2012 and 2014, respectively. The FTC reviewed the deal at the time, but did not stop Facebook from doing so. < / P > < p > the situation faced by Facebook is somewhat similar to that faced by Microsoft in the 1990s. Microsoft eventually managed to avoid a spin off, but it also showed a more restrained and less aggressive stance in the case. Microsoft’s setback is also a prerequisite for the rise of new Silicon Valley companies such as Facebook. < / P > < p > for Facebook, preparations began well before regulators filed a lawsuit this month. Since the investigation began, the company has been seeking advice from Howard shellanski. As a former senior official of Obama administration, sheransky is one of the important theorists in the field of antitrust and digital market in the United States. Currently, he is also a partner at Davis Polk. Cheransky was an economist at the FTC, which gave Facebook the green light to buy instagram in 2012. Recently, he assisted us president elect Biden in providing external advisory services on other antitrust and regulatory issues. < / P > < p > in April this year, Facebook hired Barbara blank, a former chief antitrust lawyer of FTC, as its assistant general counsel, and recently recruited two key congressman assistants from the US Congress. These include Anant raut, an aide to Senator Dianne Feinstein, and ritika Robertson, an aide to representative Ken buck. Feinstein recently actively participated in hearings against Zuckerberg and other technology industry executives, while buck, the Republican leader of the house working group to investigate monopoly practices of technology giants, has proposed comprehensive reform of federal law. < / P > < p > at the same time of these recruitment, Facebook also invested a lot of money in trying to influence regulators in the process of antitrust investigation. Data show that from January 1, 2019 to the end of September 2020, Facebook spent $32 million on lobbying US federal agencies alone. < / P > < p > Facebook is also investing more in advertising and other political initiatives. But Facebook is not required by law to disclose the amount of these funds. This year, Facebook backed a new initiative called “American edge” to protect the technology industry from regulatory scrutiny, similar to the “National Rifle Association.”. A few days after the government filed a lawsuit, “American edge” also commissioned a new poll, which showed that American regulators should “maintain the strength of local technology companies”. < / P > < p > according to Harry first, an antitrust expert at New York University Law School, this positive attitude shows that Facebook has learned from its predecessors. Previously, Microsoft did not establish its own political action framework until very late. < / P > < p > but Feist points out that Facebook may find it difficult to advance the solution the company expects. “Facebook’s lobbying will be difficult because the media coverage Facebook and Zuckerberg have received over the years has been terrifying. At the end of the day, what Facebook needs to convince is the judge. ” < / P > < p > at the end of this summer, FTC and state regulators jointly held a hearing on Zuckerberg and his deputy, Sheryl Sandberg, chief operating officer of Facebook, through video conferencing software. This hearing marks an important transformation of FTC. Previously, the FTC has been criticized for failing to hold a hearing on Zuckerberg’s privacy investigation, which was closed in 2019. < / P > < p > in public, Facebook executives have tried to play down the threat in recent days, saying that even in the face of the most serious political and regulatory threats, the company will not slow down. Chris Cox, Facebook’s chief product officer, introduced the company’s Roadmap for the next 10 years, as well as some of Facebook’s upcoming products, at the staff meeting last week. < / P > < p > one of the products will pay creators to encourage the production of personalized video information. This seems to be mimicking the popular app cameo. Cox said Facebook will work on plans over the past few years to get through its communications services, which involve Facebook’s own messaging app, as well as WhatsApp and instagram. In the future, users of one application will be able to communicate with other application users. With this integration, it becomes more difficult for the government to spin off Facebook. < / P > < p > before being sued, Facebook had begun to optimize its internal structure, promote company wide restructuring, and focus on solving competition problems. In October, Facebook also introduced mandatory “market competition” training to guide employees on how to avoid behaviors that might be considered problematic by regulators. For example, employees are told to avoid collusion to poach people, and to disparage third-party developers’ products and tools in ways that may harm competitors. < / P > < p > employees were also warned not to cut off developers’ access to the Facebook API without legal approval. The measures appear to be a concrete response to regulators’ allegations. The allegation that Facebook limits data access, thereby damaging or acquiring potential competitors, is actually weaponizing its services and safeguarding the company’s dominant position in the market. < / P > < p > Facebook executives ask employees not to discuss sensitive issues in writing. Earlier, some of Zuckerberg’s own e-mails and other communication materials openly discussed how to crack down on competitors. The deadline for training is December 11, two days after US regulators filed a lawsuit. The lawsuit forced Zuckerberg to promise that “he will fight in court.”. < / P > < p > Zuckerberg told employees in a message on Wednesday: “today’s news is just a small step, and the whole process may take years to come to an end.” Global Tech