Facebook's latest
scandal has caused many users to question whether they should pull the
plug and delete their account in order to protect their private data.
But
this may not be enough to keep Facebook, its advertisers, and so-called
'vampire apps', from tracking you across the web.
Facebook
uses pieces of code - which include tags, pixels and cookies - to
collect information and build up a profile of your digital self - even
if you don't have an account.
It
also allows thousands of third-party 'vampire apps' to plug in to its
social network and siphon off data from its users.
In
response, many are choosing to manually remove permissions previously
granted to individual apps - a time consuming process.
However,
it remains unclear whether this will allow them to claw back data
already shared via third-parties.
This
means third-party apps may still have enough data to build up a digital
profile of you, even if you have stopped using them.
CEO
Mark Zuckerberg has since admitted Facebook 'made mistakes' leading up
to Cambridge Analytica privacy breach, which has led to accusations the
firm mismanaged user data.
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Facebook's
latest scandal has caused many users to question whether they should
pull the plug and delete their account in order to protect their
private data. (stock)
Facebook
Audience Network
Facebook
uses an advertising strategy called the 'Facebook
Audience Network' to promote ads targeted to your browsing
tastes.
It
means brands can direct marketing messages to you based on your
interests, even when you're not on the site, via other company's apps
and mobile websites.
They
can collect information ranging from your IP address to the websites you
have visited, the length of time you spent on a website and in what
sequence pages were accessed.
Facebook
can use this information to track your activities across different
websites, gaining insights into things like your location, age group,
gender, and interests.
Facebook
marketed its Audience Network as the 'power of Facebook ads, off
Facebook' at the time of its launch in 2014.
The
company is not alone in using targeted advertising and the many who
do engage in it - including Google and Apple - say they do so
to ensure that the commercial messages you are exposed to online
are relevant to you.
Vampire
Apps
By
connecting your Facebook profile to third party plugin apps found on the
social network, many of which are from the same firms paying for
targeted advertising, you’re also typically granting them permission to
access your data.
That
includes your name, profile picture, cover photo, gender, networks,
username and user ID.
Some
fear this may also include details like your IP address and other
identifying information which can be used to track your online
activities.
Facebook
has since amended a policy which allowed third-party apps to access your
friends' data as well.
Some
of the better known apps that may be connected to your profile include
those of popular sites like Amazon, Buzzfeed, Expedia, Etsy, and Tinder.
You
can check which apps your Facebook account is sharing data with by
clicking here.
In
the wake of Facebook's Cambridge Analytica row, Mark Zuckerberg
(pictured) has admitted his firm 'made mistakes'. Calls have
intensified for the Facebook CEO to address the scandal in public or
testify in front of lawmakers (stock)
HOW
CAN YOU STOP FACEBOOK'S ADVERTISING NETWORK TRACKING YOU ONLINE?
Part
of what makes companies like Facebook and Google so valuable, is
that they oversee vast treasure troves of user data which can be
of huge benefit to brands.
For
advertisers, it means they're more likely to get a higher
click-through rate on their advertisements, boosting the
effectiveness of their campaigns.
For
users, it means forfeiting personal information to a variety of
unknown sources.
Thankfully,
there are a number of steps that can be taken to prevent
Facebook's ad partners from following you as you browse the
internet on your phone or desktop computer.
Changing
your settings on your smartphone or tablet
If
you own an iPhone or iPad, the steps to block targeted adverts are
relatively simple.
Go
to Settings, tap Privacy and then scroll down to click on
Advertising.
From
there, swipe the 'Limit Ad Tracking' button.
If
you choose to leave the 'Limit Ad Tracking' feature off, that
means that advertisers can track your browsing behaviour by
assigning your device a unique ID number, or a Identifier For
Advertising.
When
you the option on, your device will be represented as
'00000000-0000-0000-0000-000000000000.'
In
turn, it will be harder for ad technology companies to track your
browsing behaviour.
If
you own an Android phone or tablet, the process is very
similar.
Open
up Settings, navigate to Accounts and Sync, select Google, then
Ads and finally, select 'Opt Out of Interest Based
Ads.'
Changing
your browser settings
If
you're browsing the internet on Google Chrome, go to 'Settings' in
the right-hand dropdown menu.
From
there, click on 'Show advanced settings,' then select Privacy.
Finally,
click on 'Send a do not track request with your browsing
traffic.'
A
popup on Chrome further explains what this means: 'Enabling Do Not
Track means that a request will be included with your browsing
traffic.
'Any
effect depends on whether a website responds to the request, and
how the request is interpreted.'
'For
example, some websites may respond to this request by showing you
ads that aren't based on other websites you've visited.'
'Many
websites will still collect and use your browsing data-- for
example, to improve security, to provide content, services, ads,
and recommendations on their websites, and to generate reporting
statistics.'
What
this means is that not all websites necessarily have to honour 'Do
Not Track' requests.
Contacting
your local data privacy alliance
Google,
Facebook and Twitter are just a few of the major corporations that
are part of a number of privacy alliances that have agreed to
honour requests to stop tracking.
These
are the Digital Advertising Alliance in the US, the Digital
Advertising Alliance of Canada and the European Interactive
Digital Advertising Alliance.
The
websites of each of these organisations contain instructions on
how to add your details to their 'do not track' schemes.
Change your
tacking settings in Facebook
Facebook
has given users of its social network the option to opt out of ad
tracking via the site.
First,
log in to Facebook, go to Settings, then click on 'Ads' in the
menu on the left-hand side of the screen.
Under
Ad Settings, click on the button that says 'Ads on apps and
websites off of the Facebook Companies.'
Then
scroll down to the bottom and select 'No.'
Facebook
says that if you select that option, it means that you'll still
see ads, but 'they won't be as relevant to you.'
Additionally,
you may still see ads related to your age, gender or
location.
How
you can stop Facebook tracking you online
Part
of what makes Facebook and Google so valuable is that they oversee vast
treasure troves of user data, which can be of huge benefit to
brands.
For
advertisers, it means they're more likely to get a higher click-through
rate on their advertisements, boosting the effectiveness of their
campaigns.
For
users, it means forfeiting personal information to a variety of unknown
sources.
Thankfully,
there are a number of steps that can be taken to prevent Facebook's ad
partners from following you as you browse the internet on your phone or
desktop computer.
This
can be achieved through software settings on your device, or by
contacting a number of non-governmental organisations who enforce
responsible privacy practices.
When
it comes to vampire apps, removing permissions is the most effective
route of ensuring they are no longer able to gather information,
although this is time consuming.
If
you have left Facebook, there are still options for finding out what
data, if any, third parties still hold on you and to request that they
delete it.
This
may also be time consuming, as you will need to contact these third
parties
Facebook
uses an advertising strategy called the 'Facebook Audience Network' to
promote ads targeted to your browsing tastes. It means brands can
serve up marketing messages based on your interests even when you're
not on the site, via third party apps and mobile websites
WHO
ARE THE DATA VAMPIRES MINING FOR INFO ON FACEBOOK?
Facebook’s
latest scandal involving communications firm Cambridge Analytica
has served as a startling wake-up call for many users on the
countless companies mining our social data.
Through
a feature that meant apps could ask for permission not only to
your data, but that of your Facebook friends as well, the firm was
able to mine the information of 55 million users.
And,
only 270,000 had given them permission to do so.
In
2014, Facebook changed its rules so that apps could no longer
obtain data about a person’s friends unless those users had also
authorized the app.
Still,
Cambridge Analytica is far from the only firm to have access to
Facebook users’ data.
By
connecting your Facebook profile to a third-party app, you’re
typically also granting that app permission to access your data.
You
can check which apps your Facebook account is sharing data with by
clicking here.
To
view the apps you've given permission to (as shown above), go to
Settings > Apps
That
includes your name, profile picture, cover photo, gender,
networks, username and user ID. These apps can also access your
friends list, and any other public data.
Once
the outside parties have access to your data, they can then use it
to track different types of activity.
Many
popular apps such as Instagram, Spotify, Airbnb, and Tinder can be
connected to your Facebook account.
Just
weeks ago, for example, MoviePass CEO Mitch Lowe bragged that the
company stores 'an enormous amount of information' about users,
and even tracks where they go after the movies.
MoviePass
is also among the many apps that can be connected to your
Facebook.
And,
it doesn’t stop there.
Facebook
users are waking up to just how much of their private
information they have accidentally handed over to third-party
apps. Social media users are sharing their shock at discovering
thousands of software plugins have been gathering their data
Taking
Facebook quizzes from third-party services, or doing image
generators (such as the ever-popular ‘What Would Your Baby Look
Like, or What Would You Look Like As The Opposite Sex), also often
gives outside firms access to your data.
While
these are usually preceded by a pop-up asking permission to access
certain parts of your profile, many users have taken to clicking
through without thoroughly reading what they’ve just agreed to.
Some
users are now expressing their horror upon realizing they’ve
granted permission to hundreds of third-party apps.
Other
apps that have experienced viral popularity over the last few
years, such as Facetune and Meitu, can access your Facebook data
as well.
Changing
your settings on your smartphone or tablet
If
you own an iPhone or iPad, the steps to block targeted adverts are
relatively simple.
Go
to Settings, tap Privacy and then scroll down to click on Advertising.
From
there, swipe the 'Limit Ad Tracking' button.
If
you choose to leave the 'Limit Ad Tracking' feature off, that means that
advertisers can track your browsing behaviour by assigning your device a
unique ID number, or a Identifier For Advertising.
When
you the option on, your device will be represented as
'00000000-0000-0000-0000-000000000000.'
In
turn, it will be harder for ad technology companies to track your
browsing behaviour.
If
you own an Android phone or tablet, the process is very similar.
Open
up Settings, navigate to Accounts and Sync, select Google, then Ads and
finally, select 'Opt Out of Interest Based Ads.'
Thankfully,
there are a number of steps that can be taken to prevent Facebook's ad
partners from following you as you browse the internet on your phone
or desktop computer. Chrome and Safari both have options to
send 'Do Not Track' requests when browsing the internet
HOW
CAN YOU STOP FACEBOOK 'VAMPIRE' APPS FROM HARVESTING YOUR DATA?
One
way to try and ensure that your data stays private is to request
that your Facebook account be deleted, but that doesn't
necessarily protect information you have already supplied.
Many
users are willing to trade off the risk of supplying their data
for the convenience of staying connected to friends and others on
the social network.
So
what can you do to protect your data if you want to stay on
Facebook?
To
begin, visit the settings area of Facebook found via the drop-down
arrow in the top right-hand corner of your profile page on the
desktop version of the site.
Then
click on the apps tab on the left of the page and click 'show all'
at the bottom, then you can see, edit, and remove all the apps
you've 'consented' to track your account.
Now,
a likely vast list of all apps that can access and view your own
personal data will be revealed.
To
edit or remove these apps from your list of permitted platforms,
simply hover the mouse over one of the options.
Clicking
the pencil icon will bring up the edit options and clicking the
'X' will bring up the option to remove it.
For
each app that has access to the data, users can go in and
customise what permissions are granted to each app.
For
example, many apps use friends list information, profile
information and sometimes even work and educational
history.
Most
will already know your email and have access to any information on
your profile.
To
restrict access, there is a blue tick option on the right-hand
side of different permissions such as email, profile picture,
education etc.
Apps
can make some permissions compulsory and these cannot be unchecked
and appear as a faded out blue.
If
this makes you uncomfortable then the only way to restrict this
data reaching that specific company is to click the 'X' and remove
the app.
Users
can make a judgement call on the optional pieces of information
too and customise the data that is shared.
To
change the data permissions for all of the apps is time consuming,
but it is the only way to gain control over the free distribution
of personal data.
By
scrolling further down the Settings>Apps window there are other
options to further customise who can view personal data.
At
this point, it is important to remember that all previous apps
were, at some point, granted permission by the user to access
their data.
Under
the 'Apps Others Use' tab, this gets taken out of the user's
hands.
Here,
it shows all the data available for Facebook friends to see.
Whilst
there may be no issue with this being shared with friends and
acquaintances on the social media platform, that data is also
being seen by the apps your friends use.
These
will include apps that a user did not individually grant
permission to.
Here,
a checklist of options will appear when selected, and users can
customise and restrict what non-authorised third-party apps can
view.
Changing
your browser settings
If
you're browsing the internet on Google Chrome, go to 'Settings' in the
right-hand dropdown menu.
From
there, click on 'Show advanced settings,' then select Privacy.
Finally,
click on 'Send a do not track request with your browsing traffic.'
A
popup on Chrome further explains what this means: 'Enabling Do Not Track
means that a request will be included with your browsing traffic.
'Any
effect depends on whether a website responds to the request, and how the
request is interpreted.'
'For
example, some websites may respond to this request by showing you ads
that aren't based on other websites you've visited.'
'Many
websites will still collect and use your browsing data-- for example, to
improve security, to provide content, services, ads, and recommendations
on their websites, and to generate reporting statistics.'
What
this means is that not all websites necessarily have to honour 'Do Not
Track' requests.
For
advertisers, it means they're more likely to get a higher
click-through rate on their advertisements, boosting the effectiveness
of their campaigns. Users of iPhones, iPads and Android smartphones
and tables can opt via the settings section of their devices
WHAT
ARE COOKIES AND WHAT DO THEY DO?
A
cookie's content is determined by the specific website that
created it and vary from site to site.
As
a general rule, cookies are text files containing random
alphanumeric text characters.
They
are intended to help you access a site faster and more
efficiently.
For
example, cookies can store information to help you enter a site
without having to login.
When
the user visits a website's login page, the web server typically
sends the client a cookie containing a unique session
identifier.
When
the user successfully logs in, the server remembers that that
particular session identifier has been authenticated, and grants
the user access to its services.
Tracking
cookies, especially those used by third-parties, are commonly used
as ways to compile long-term records of individuals' browsing
histories.
They
can collect information including IP address, length of visit,
pages visited, length of time spent on a page, in what sequence
pages were accessed.
Advertisers
can use this information collected to build up a digital profile
of a user.
This
might not be linked to your real world identity, using a user ID
rather than your name, although some websites may link this to
your account name.
By
adding tags to a page, advertisers can track a user or their
device across different websites.
That
helps build a profile of them based on their habits, so messages
can be better targeted to their interests.
Similar
options are available in other browsers, including Apple's Safari.
To
access this, pull down the Safari menu and open Preferences
Click
the 'Privacy' tab and find the 'Website tracking' section. Checking the
box next to 'Ask websites not to track me' sends out a 'Do Not Track'
request.
Contacting
your local data privacy alliance
Websites
and apps that are part of a number of privacy alliances have agreed to
honour requests to stop tracking.
Google,
Facebook and Twitter are just a few of the major corporations that have
signed onto the Digital Advertising Alliance in the US, the Digital
Advertising Alliance of Canada and the European Interactive Digital
Advertising Alliance.
The
websites of each of these organisations contain instructions on how to
add your details to their 'do not track' schemes.
Users
can also opt out of tracking by contacting a number of
non-governmental organisations who enforce responsible privacy
practices. Facebook's has also given users of its social network
the option to opt out via the settings section of the site and app
HOW
DO YOU DELETE FACEBOOK?
Click
on the 'help' button on the top right hand corner of your Facebook
page.
There
is a search bar that says 'How can we help?'. Type in 'delete
account'.
This
will link you to Facebook's Delete Account page, where you will
need to select 'Delete My Account' and enter your login
credentials.
'If
you do not think you will use Facebook again and would like your
account deleted, we can take care of this for you', the message
reads.
'Keep
in mind that you will not be able to reactivate your account or
retrieve any of the content or information you have added.'
If
you want to keep your personal data you need to download it
before deleting your account. Pictured is Mark Zuckerberg
After
two weeks, Facebook will begin the process of deleting all your
data from the site, which may take up to 90 days.
If
you want to keep your personal data you need to download it before
deleting your account.
To
download your archive go to 'Settings' and click 'Download a copy
of your Facebook data' at the General Account Settings tap.
Then
click 'Start My Archive'.
Change
your tracking settings in Facebook
Facebook
has given users of its social network the option to opt out of ad
tracking via the site.
First,
log in to Facebook, go to Settings, then click on 'Ads' in the menu on
the left-hand side of the screen.
Under
Ad Settings, click on the button that says 'Ads on apps and websites off
of the Facebook Companies.'
Then
scroll down to the bottom and select 'No.'
Facebook
says that if you select that option, it means that you'll still see ads,
but 'they won't be as relevant to you.'
Additionally,
you may still see ads related to your age, gender or location.
Deleting
your Facebook profile
Some
users have decided they want to take the final plunge and shut down
their Facebook profile entirely.
To
do so, click on the 'help' button on the
top right hand corner of your Facebook page. There is a search bar
that says 'How can we help?'. Type in 'delete account'.
This will link you to Facebook's Delete
Account page, where you will need to select 'Delete My Account' and
enter your login credentials.
Some
users have decided they want to take the final plunge and shut down
their Facebook profile entirely. Two weeks after requesting this,
Facebook will begin a 90 day process of deleting all your data from
the site
'If you do not think you will use Facebook
again and would like your account deleted, we can take care of this
for you', the message reads.
'Keep in mind that you will not be able to
reactivate your account or retrieve any of the content or information
you have added.'
After two weeks, Facebook will begin the
process of deleting all your data from the site, which may take up
to 90 days.
If you want to keep your personal data you
need to download it before deleting your account.
To download your archive go to 'Settings' and
click 'Download a copy of your Facebook data' at the General
Account Settings tap. Then click 'Start My Archive'.
Using
data protection laws to check your data
Facebook
users in Europe who want to check what data the firm, and third-party
apps, have on them have the legal means to do so.
Under
existing data protection laws, the Data Protection Act 1998, you have
the right to know what data a company or organisation holds on
you.
Most
large organisation will have a privacy notice which states what it
intends to do with your information and if it intends to share
it. If this is unclear, you are entitled to ask for clarification.
In
the case of smaller businesses or individuals, you may need to contact
them directly.
Facebook
users in Europe who want to check what data the firm, and third-party
apps, have on them have the legal means to do so. Rules in the US
are covered by a wide array of legislation, which varies from state to
state
WHAT
IS THE EU'S GENERAL DATA PROTECTION REGULATION?
The
European Union's General Data Protection Regulation (GDPR) is a
new data protection law that will enter into force on May 25.
It
aims to strengthen and unify data protection for all
individuals within the European Union (EU).
This
means cracking down on how companies like Google and Facebook use
and sell the data they collect on their users.
The
law will mark the biggest overhaul of personal data privacy rules
since the birth of the internet.
Under
GDPR, companies will be required to report data breaches within 72
hours, as well as to allow customers to export their data and
delete it.
The
European Union's General Data Protection Regulation (GDPR) is a
new data protection law that will enter into force on May 25. It
aims to crack down on how companies like Google and Facebook use
and sell the data they collect on their users
Part
of the expanded rights of data subjects outlined by the GDPR is
the right for data subjects to obtain from the data controller
confirmation as to whether or not personal data concerning them is
being processed, where and for what purpose.
Further,
the controller must provide a copy of the personal data, free of
charge, in an electronic format. This change is a dramatic shift
to data transparency and empowerment of data subjects.
Under
the right to be forgotten, also known as Data Erasure, are
entitled to have the data controller erase their personal data,
cease further dissemination of the data, and potentially have
third parties halt processing of the data.
The
conditions for erasure include the data no longer being relevant
to original purposes for processing, or a data subject withdrawing
their consent.
This
right requires controllers to compare the subjects' rights to 'the
public interest in the availability of the data' when considering
such requests.
You
can make a 'subject access request' to any organisation you think may
hold information about you. It is then legally required to send you the
details in 'intelligible form', although there may be a small charge for
this.
You
are also within your rights to request that an
organisation to stop using your details.
If
they ignore your request you can take the firm to court or complain to a
regulatory body. In the UK, this is the Information Commissioner's
Office.
These
laws are due to be bolstered with the introduction of the European
Union's General Data Protection Regulation, a new data protection law
that will enter into force on May 25.
Rules
in the US are covered by a wide array of legislation, which varies from
state to state and across different industries.
The
main national act that impacts Facebook's data is the Federal Trade
Commission (FTC) Act.
The
FTC has brought many enforcement actions against companies failing to
comply with posted privacy policies and for the unauthorised disclosure
of personal data.
The
FTC's Behavioural Advertising Principles suggest that website operators
disclose their data collection practices tied to online behavioural
advertising.
They
also suggest that company's disclose that consumers can opt out of these
practices, providing an opt-out mechanism.
WHAT
IS THE CAMBRIDGE ANALYTICA SCANDAL?
Communications
firms Cambridge Analytica has offices in London, New York,
Washington, as well as Brazil and Malaysia.
The
company boasts it can 'find your voters and move them to action'
through data-driven campaigns and a team that includes data
scientists and behavioural psychologists.
'Within
the United States alone, we have played a pivotal role in winning
presidential races as well as congressional and state elections,'
with data on more than 230 million American voters, Cambridge
Analytica claims on its website.
The
company profited from a feature that meant apps could ask for
permission to access your own data as well as the data of all your
Facebook friends.
The
data firm suspended its chief executive, Alexander Nix
(pictured), after recordings emerged of him making a series of
controversial claims, including boasts that Cambridge Analytica
had a pivotal role in the election of Donald Trump
This
meant the company was able to mine the information of 55 million
Facebook users even though just 270,000 people gave them
permission to do so.
This
was designed to help them create software that can predict and
influence voters' choices at the ballot box.
The
data firm suspended its chief executive, Alexander Nix, after
recordings emerged of him making a series of controversial claims,
including boasts that Cambridge Analytica had a pivotal role in
the election of Donald Trump.
This
information is said to have been used to help the Brexit campaign
in the UK.