These three companies primarily want
- to continue to make money from us, by showing they're paying attention, and
- to not get thrown in jail.
I expect, like Lauren Weinstein (http://factsquad.com, https://lauren.vortex.com/2016...), that labelling fake news will be the most likely approach. That avoids the jail problem (:-))
To ensure they look "fair", I suspect that crowd-sourcing is the way theywill get leads, but not how the initial decision to label will be made. I expect them to do a sort --unique and feed the results to a human, handle a level or so of appeals internally, and eventually take objections to mediation, with appeals to the courts.
That's how a lot of similar problems, like consumer packaging rules, are handled in Canada. It may be the same in the 'States, but I wouldn't know.
The European Union's General Data Protection Regulation (GDPR) doesn't come into force until May 2018, but when it does it will have a profound effect on businesses. The regulation will apply to data about every one of the EU's 500 million citizens, wherever in the world it is processed or stored.
... ... Put simply, targeting and tracking companies will need to get user consent somehow. Everything that invisibly follows a user across the internet will, from May 2018, have to pop up and make itself known in order to seek express permission from individuals.
A rolling disk gathers no MOS.