Wednesday 4 April 2018

Are those nasty digital chickens coming home to roost for Mark Zuckerberg and Facebook?


In 2014 rumours began to spread about the about Strategic Communication Laboratries (SLC) Cambridge Analytica.

By 12 December 2015, after contacting Facebook's public relations representatives in London, The Guardian (UK) was reporting that:

"A little-known data company, now embedded within Cruz’s campaign and indirectly financed by his primary billionaire benefactor, paid researchers at Cambridge University to gather detailed psychological profiles about the US electorate using a massive pool of mainly unwitting US Facebook users built with an online survey.
As part of an aggressive new voter-targeting operation, Cambridge Analytica – financially supported by reclusive hedge fund magnate and leading Republican donor Robert Mercer – is now using so-called “psychographic profiles” of US citizens in order to help win Cruz votes, despite earlier concerns and red flags from potential survey-takers.

Documents seen by the Guardian have uncovered longstanding ethical and privacy issues about the way academics hoovered up personal data by accessing a vast set of US Facebook profiles, in order to build sophisticated models of users’ personalities.

By 6 January 2016 The Guardian was reporting on what was likely to turn up in Facebook feeds by way of political advertising:

If you lived in north-east Iowa, the evangelical stronghold where the battle for the soul of conservative American politics will play out in person on Monday, and happened to have given Senator Ted Cruz’s campaign your email address sometime in the last few months, you might find something especially appealing this weekend in your Facebook feed.

Even the most obtuse member of Facebook Inc.'s board or senior management would have been aware that the company was fast becoming an active participant in the US presidential primaries campaign. 

Fast forward to now as the chickens come home to roost.......
Google Search, 3 April 2018

The Guardian, 26 March 2018:

In rejecting the media’s characterisation of this large-scale privacy violation as a “data breach”, Facebook claims “everyone involved” in the 2014 data-siphoning exercise had given their consent. “People knowingly provided their information,” the company claimed. As with its interpretation of the word “clear”, Facebook seems to have a skewed understanding of what “knowingly” really means.

Facebook’s senior executives may now be feeling apologetic, “outraged” even. But in January 2016, as Trump surged in the polls, Facebook’s COO, Sheryl Sandberg, told investors the 2016 election was “a big deal in terms of ad spend”. In other words, a major commercial opportunity. The ability to target voters, she said, was key: “Using Facebook and Instagram ads you can target by congressional district, you can target by interest, you can target by demographics or any combination of those,” she boasted. “And we’re seeing politicians at all levels really take advantage of that targeting.”

It’s perhaps worth remembering, then, that until recently Facebook was encouraging political operatives to take full advantage of its garden of surveillance. And while aspects of the Cambridge Analytica affair may be surprising, and offer a disturbing glimpse into the shadows, the routine exploitation of information about our lives – about who we are – is what’s powering Facebook. It’s the behemoth’s lifeblood.

This was a statement from the U.K. Parliament House of Commons Digital, Culture, Media and Sport Committee on 28 March 2018:

Christopher Wylie gave evidence to the Committee on Tuesday 27th March 2018 during which he referred to the evidence the Committee is publishing today. This session is available to watch. Please note the transcript will be published online shortly.

On Tuesday 20th March, the Committee Chair Damian Collins MP wrote to Mark Zuckerberg, CEO of Facebook, requesting oral evidence. Facebook have responded offering two senior executives. The Committee has accepted evidence from Chris Cox, Chief Product Officer, but has written today to Facebook to clarify whether  Mr. Zuckerberg will also appear himself, as requested. This matter was also raised with The UK Prime Minister Theresa May, in her evidence before the Liaison Committee on the evening of the 27th March. She said that Facebook should be taking the matter seriously.

On Thursday 22nd, the Committee wrote to Alexander Nix, the suspended CEO of Cambridge Analytica, recalling him to Parliament to give further evidence. Mr. Nix has agreed to come before the Committee again. You can watch the evidence session that took place on 27th February 2018 where Mr. Nix gave evidence on Parliamentlive.tv and read the transcript.


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