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Official response 2015

Is it legal?

What kind of data was stolen?

  • officials of Facebook and Cambridge Analytica were denying everything
  • Cambridge Analytica was supposed to delete its databases
  • in the end, Zuckerberg said that data protection is Facebook's obligation

Part of Zuckerberg's Facebook post regarding Cambridge Analytica

  • clear consent from users before sharing their material
  • FTC is investigating whether Facebook violated the terms of the 2011 consent decree
  • information on 50 million Facebook users - according to The Observer and The New York Times
  • 30 million - according to Cambridge Analytica
  • 87 million - according to Facebook
  • detailed enough data to create psychographical profiles and to suggest what kind of advertisement would be most effective
  • the data was available on the open Internet and available in general circulation

Official response 2018

The outcome

  • Zuckerberg apologized
  • other Facebook officials argued those who took the quiz (on the app) originally consented to give away their information
  • Zuckerberg pledged to make changes and reforms in Facebook policy to prevent similar breaches

Political advantage

  • Facebook shares dropped almost 18 percent in the 10 days after the news broke
  • #DeleteFacebook movement
  • Zuckerberg says there’s been no “meaningful impact” on Facebook’s business
  • Facebook removed a feature that let users enter phone numbers or email addresses into Facebook’s search tool
  • Facebook will make it easier for users to adjust their privacy settings
  • recognizing possible swing voters
  • Cambridge Analytica itself holds more than 5000 pieces of information about 230 million American voters

What is Cambridge Analytica?

How did it start?

  • a company that "uses data to change audience behavior"
  • founded in 2013
  • its London-based affiliate has a history of tricks in elections
  • worked in support of the 2016 campaigns of the Republicans

Robert Mercer

Alexander Nix

Steve Bannon

  • basic profile information of Facebook users
  • 270,000 Facebook users downloaded Kogan’s app, "This Is Your Digital Life"
  • Kogan collected data on users and on their Facebook friends
  • but the app disclosed that it would collect data on users and their friends

Why did Cambridge Analytica need the data?

Alexandr Kogan

  • to target voters with hyper-specific appeals, including on Facebook and other online services
  • known as “psychographic” targeting or modeling

References

The logo of Cambridge Analytica

Bloomberg. (10.05.2018) Facebook Cambridge Analytica Scandal: 10 Questions Answered. Fortune.com. Retrieved from http://fortune.com/2018/04/10/facebook-cambridge-analytica-what-happened/

Davies, Harry. (11.12.2015) Ted Cruz using firm that harvested data on millions of unwitting Facebook users. The Guardian. Retrieved from https://www.theguardian.com/us-news/2015/dec/11/senator-ted-cruz-president-campaign-facebook-user-data

Cadwalladr, Carole and Graham-Harrison, Emma. (17.03.2018) Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach. The Guardian. Retrieved from www.theguardian.com/news/2018/mar/17/cambridge-analytica-facebook-influence-us-election

Rosenberg, Matthew, Confessore, Nichloas and Cadwalladr, Carole. (17.03.2018) How Trump Consultants Exploited the Facebook Data of Millions. The New York Times. Retrieved from https://www.nytimes.com/2018/03/17/us/politics/cambridge-analytica-trump-campaign.html

Nieva, Richard. (13.06.2018) Most Facebook users hit by Cambridge Analytica scandal are Californians. Cnet.com. Retrieved from https://www.cnet.com/news/most-facebook-users-hit-by-cambridge-analytica-scandal-are-californians/

CambridgeAnalytica.org. Retrieved from https://cambridgeanalytica.org

The Hatred One. (19.03.2018) How Cambridge Analytica manipulated US election through 50 million Facebook users | Explanation. YouTube. Retrieved from https://youtu.be/ynVfOdvAtqU

The Verge (22.03.2018) Facebook's Cambridge Analytica data scandal, explained. YouTube. Retrieved from youtu.be/VDR8qGmyEQg

What happened?

  • major political scandal in early 2018
  • the personal data of Facebook profiles were harvested used for political purposes
  • "watershed moment"
  • massive fall in Facebook's stock price
  • tighter regulation of tech companies' use of data

Facebook–Cambridge Analytica data scandal

Fact-based journalism

(BBN-ANM17-409)

Presentation by

Meruyert Bacheyeva

Guldana Abdikalykova

Júlia Tar

13.11.2018.

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