Recent reports claim 50 million Facebook users information has been improperly harvested by data mining firm Cambridge Analytica.
28-year-old former Cambridge Analytica employee, Christopher Wylie, has claimed that the company acquired the private information of 50 million Facebook users in 2014, and used the information to target voters with adverts and stories as well as using a software programme which was built to predict and influence voters’ choices. Mr Wylie claimed the information was gathered through the ‘Thisisyourdigitallife’ app, which asks users to take a personality test in exchange for a small payment.
It is claimed that the app, built by Aleksanr Kogan, which only asked users to agree for the data to be used for academic purposes, was also able to collect the information of all of the users Facebook friends, totalling a huge 50 million Americans, nearly a quarter of eligible US voters.
What are the consequences?
Facebook has been accused of downplaying the risk of its user’s data being shared without that consent, and now faces a further hit to its reputation. The social networking platform has recently been under the microscope over the Russian’s use of the platform to sway US voters and the spreading of ‘fake news’.
Furthermore, Facebook could face – though it is unlikely – significant financial penalties. The US Federal Trade Commission could fine it $40,000 for each privacy violation, which could total trillions of US dollars.
Mr Wylie called the harvesting of information a “grossly unethical experiment” which identified Facebook users “inner demons” from what they ‘liked’ on Facebook. Politicians across the globe are demanding that Mr Zuckerberg appears in front of legislative committees.
Cambridge Analytica are a firm who analyse individuals’ personalities to predict or influence their behaviour by targeting them with tailored adverts. The companies’ data was used in the 2016 US election by the campaigns of Ted Cruz, Ben Carson and Donald Trump. It was also used in the EU referendum and political campaigns in Kenya, Columbia, India and the Caribbean.
What’s being said about the scandal?
Mark Zuckerberg has now been summoned by UK lawmakers to give evidence on the scandal. Members of UK parliament requested on Tuesday that Zuckerberg appear in front of the Digital, Culture, Media and Sport Committee.
Damian Collins, a member of parliament, sent the letter to Facebook’s CEO, in it he said: “The Committee has repeatedly asked Facebook about how companies acquire and hold on to user data from their site, and in particular about whether data had been taken without their consent. Your officals’ answers have consistently understate this risk, and have been misleading to the Committee.”
Collins has asked Zuckerberg to respond by March 26, neither Zuckerberg nor his representatives have yet to comment.
Facebook have, however, suspended Cambridge Analytica from using its’ platform while it investigates what has happened.
