Title: Steering Diffusion Models Towards Credible Content Recommendation
Primary area: alignment, fairness, safety, privacy, and societal considerations
Keywords: Credible content recommendation, Societal Considerations, Diffusion models

Abstract: In recent years, diffusion models (DMs) have achieved remarkable success in recommender systems (RSs), owing to their strong capacity to model the complex distributions of item content and user behaviors. Despite their effectiveness, existing methods pose the danger of generating uncredible content recommendations (e.g., fake news, misinformation) that may significantly harm social well-being, as they primarily emphasize recommendation accuracy while neglecting the credibility of the recommended content. To address this issue, in this paper, we propose Disco, a novel method to steer diffusion models towards credible content recommendation. Specifically, we design a novel disentangled diffusion model to mitigate the harmful influence of uncredible content on the generation process while preserving high recommendation accuracy. This is achieved by reformulating the diffusion objective to encourage generation conditioned on preference-related signals while discouraging generation conditioned on uncredible content-related signals. In addition, to further improve the recommendation credibility, we design a progressively enhanced credible subspace projection that suppresses uncredible content by projecting diffusion targets into the null space of uncredible content. Extensive experiments on real-world datasets demonstrate the effectiveness of Disco in terms of both accurate and credible content recommendations.