Facebook and Data Collection
More than four years ago, news broke that Facebook was collecting data on millions of its users without their consent. The reasoning? In so many words: so that people could be fed targeted political advertisements.
A multitude of think pieces have been published since news of the scandal broke, and Facebook has since been sued for its conduct. Regardless of the news breaking, it hasn’t made a dent in Facebook’s user base. Currently, the number of users signed up on Facebook is just shy of 3 billion.
Rather than rehashing the details of a scandal that has been widely poured over, I’d like to focus on the details of how Facebook continues to collect data on its users. All 3 billion of them.
Privacy Features
Facebook’s data collection is fairly all-encompassing. Upon signing up, you agree to let Facebook record a number of your activities such as what you write in Messenger, what Facebook groups you’re a part of, as well as who you search and your overall network of friends.
The most concerning item of note regarding what data Facebook collects on its users is the frequency by which it collects data on you even after you’ve exited the website. It continues to collect data well after you’ve left the site itself through what ads you click on, your IP address, and which browser you use most frequently.
Facebook does have a newer Privacy Center feature that allows users to learn what data is being collected on them and how said information is being used. Much of it is customizable according to each user’s information-sharing appetite. In this center, Facebook posits that the information they collect ultimately promotes safety and security. It outlines that the data collected is beneficial for businesses as it helps with measuring how well their advertisements work, as well as measures how engaged users are with the provided content.
While that is all well and good for the Facebook platform and the businesses that benefit from such data collection, these invasive data collection policies are an affront to personal privacy.
False Promises
It’s almost a false narrative that users have control over their privacy when it comes to Facebook profiles. Yes, certain privacy features have been implemented, but are they truly effective?
There are nearly 22 pages worth of settings on the site – it can be a slog to get through them all. Knowing where all of the privacy controls are can feel impossible as not all privacy settings are labeled under the Privacy banner. The effort it takes to adjust all settings to minimize invasiveness can be too inefficient for users, causing people to forgo sifting through them entirely.
How should one go about updating their settings? Furthermore, does updating your settings actually help protect your privacy?
Take for example the Clear History button (since rebranded to Off-Facebook) that was implemented within the last few years. Upon its rollout, the name of this feature was a bit misleading as it didn’t actually “clear” anything. Rather, upon selecting, it simply disconnected your data which prevented your information being used for targeted advertisements. To a degree. Facebook still kept copies of your information in order to run analytics and measure performance for advertisers.
Coming off of the Cambridge Analytica scandal, Facebook released the revamped “Off-Facebook Activity” tool set. This essentially shows you an amalgamation of which online services have been sharing your info with Facebook. These online services include anything from news websites to online retailers or payment applications. While the Off-Facebook feature won’t entirely eliminate your data being gathered, it can help provide transparency as to how your digital data is being used.
In order to delete previously collected information prior to utilizing the Off-Facebook features, a user would have to contact any third-party companies directly.
Another common data collection feature Facebook uses relates to location tracking. Anytime you decide to tag a photo or simply scroll through your feed, Facebook can collect location data. They can then use that data for targeted advertising.
Not sure you want your location tracked? The most efficient way to circumvent this is to revoke location permission via whichever device you are accessing Facebook on. Now, it should be noted that adjusting location services on your device won’t stop tracking entirely, but the data that does get collected will be less precise.
Another common way your data gets swept up is through third-party access. Many online services allow login capabilities via Facebook login. Websites make it easy to sign in with one click…as long as that click is your Facebook login info. Yes, it feels like a simple way to log in and access information, but you’re receiving that information in exchange for your account information. That information includes anything from your email address, your photos, and even what you’ve “liked” or commented on.
Share Judiciously
If you’re a current Facebook user, it’s a good idea to be judicious with your online activity. Guarding your information closely and deciding what you ultimately want to share with the public is something to be aware of if you are to keep a reasonable amount of your personal life private.
In addition to limiting third-party app access and combing through your own privacy controls, you can implement two-factor authentication logins for your account. As previously discussed, two-factor authentication is an excellent way to keep your information safe from prying eyes and people who hope to misuse your sensitive information. Not looking to provide Facebook with your phone number as a one-time text code form of 2FA? Google Authenticator is a great alternative, and you won’t run the risk of Facebook using your phone number for targeted advertisements.
It’s doubly important to understand how frequent and how far-reaching Facebook’s data collection tactics truly are. While it may take some work to clean up your privacy controls, it is worth the effort in keeping your data safe.