Facebook plans to add more safeguards to prevent data misuse

Facebook is currently trying to add more safeguards against user data abuse, especially after the violent reaction to the Cambridge scandal Analtica, where Facebook is scheduled to implement a certification tool that requires marketers to ensure email addresses used to target ads. It will also prevent participation of target audience data via business accounts.


"For any of the custom audience data imported into Facebook, advertisers will be required to comply to ensure user-friendly content," a Facebook message sent to a customer confirms.

"I can confirm that we have a permissions tool that we are building, and it will require advertisers and agencies representing them to adopt the phrase" I agree that I have permission to use this data, "said Elizabeth Diana, a Facebook spokeswoman.

"We always have terms we use in place to ensure that advertisers get approval to trade the data they use, but we will make advertisers more committed and knowledgeable about how they can use the data," she said.

Diana added: Facebook plans to re-review the way it works with data measurement companies from outside parties to ensure that everything is used responsibly. This is the right way to protect your data.

The social network hopes to prevent further misuse of illegal data after 50 million users have been hacked for violating Facebook's policy, especially as it is suspected that the data was used by Cambridge Analystka to support Trump's campaign.

Facebook launched its dedicated public service in 2012 to allow businesses to download segmented lists of their email addresses or customer phone numbers, allowing advertisers to target specific people rather than public demographics, but custom audiences soon became one of the strongest advertising options on Facebook because they Companies can easily reach existing customers for high sales.

Audited public service terms require that companies provide "appropriate notice to ensure that any necessary consent is obtained from persons concerned with the data" to obtain and use their contact information.

But while Facebook's policy has told application developers like Kogan not to sell, share or misuse data collected from Facebook users, the company has not gone further by applying this rule, thinking that fear of legal repercussions would deter anyone You are trying to violate the app data privacy policies and the custom audience policy.

Like Experian and Acxiom to target ads, Facebook is believed to be trying to prevent any data from being washed through data intermediaries and then imported directly to Facebook to target users, but leaving the door open for companies to compile illegal data collections or withdraw them from intermediaries Data, and then uploaded to Facebook as a dedicated audience of its own.

So far it's not clear whether Facebook will scan the uploaded user lists and try to match them with the suspicious database, but at the moment it looks like Facebook will only need a written promise.

At the same time, blocking public-to-audience sharing between business accounts may prevent people with access to email lists from using them to promote non-networked companies provided by users to their email address, but Facebook declined to comment on how the new ban on public participation Custom.

Facebook should now find ways to prevent abuse of its targeting tools and to review anyone suspected of having already violated its policies, otherwise it may incite users and critics who are interested in privacy, and Facebook should strengthen its advertising.