Overview
Cambridge Analytica Facebook Controversy refers to an ongoing accusation that the data miniing and analysis firm Cambridge Analytica harvest information from more than 50 million Facebook profiles without the permission of the users. The company used this information to build software that could predict and influence the political opinions in favor of then-presidential nominee Donald Trump during the 2016 Presidential election.
Background
On December 15th, 2017, the Wall Street Journal reported that Special Counsel Robert Mueller requested that Cambridge Analytica turn over documents connect to President Donald Trump’s campaign in his investigation into Russian interference in the 2016 U.S. election.
On March 17th, 2018, in a series of interviews with The New York Times, the Observe and the Guardian, former employee and whistleblower Christopher Wylie said that using money from Republican and Trump donor Robert Mercer and former White House advisor Steve Bannon, the data mining firm Camridge Analytica harvested private infomration from more than 50 million Facebook users without their permission.
The Times report that in 2014, while working for Strategic Communication Laboratories (SCL), the parent company of Cambridge Analytica, Wylie found that researchers at Cambridge University’s Psychometrics Centre developed a way to map personality traits based on what users liked on Facebook. They continued:
" The researchers paid users small sums to take a personality quiz and download an app, which would scrape some private information from their profiles and those of their friends, activity that Facebook permitted at the time. The approach, the scientists said, could reveal more about a person than their parents or romantic partners knew -- a claim that has been disputed."
However, when the University refused to work with the firm, Wylie enlisted Dr. Aleksandr Kogan, a Russian-American academic, to build his own version of the technique, pulling more than 50 million users information without their permission. Of those users, Dr. Kogan could build “psychographic profiles” of about 30 million users, while only about 270,000 who participated had given consent. They wuld then use that informaiton to build specific digital advertisements on Facebook.
According to Wylie, once users sign up for the app, they participate in quiz that helps build the profile. He said, “It’s sort of like the digital shadow of yourself. So, when you think about what you do on social media, you curate your identity, so when you like things, when you follow things, you reveal all these little clues and if we have enough of those clues, we can start to develop a portrait of who you are.”
After the activity was discovered by Facebook in 2015, the social media company was told that the information was destroyed.
Development
Facebook’s Response
On March 16th, 2018,m Facebook announced that they would be suspending Startegic Communication Laboratoris (SCL), who owns Cambridge Analytica from the platform. They wrote in a statement:
Kogan requested and gained access to information from people after they chose to download his app. His app, “thisisyourdigitallife,” offered a personality prediction, and billed itself on Facebook as “a research app used by psychologists.” Approximately 270,000 people downloaded the app. In so doing, they gave their consent for Kogan to access information such as the city they set on their profile, or content they had liked, as well as more limited information about friends who had their privacy settings set to allow it.
Although Kogan gained access to this information in a legitimate way and through the proper channels that governed all developers on Facebook at that time, he did not subsequently abide by our rules. By passing information on to a third party, including SCL/Cambridge Analytica and Christopher Wylie of Eunoia Technologies, he violated our platform policies. When we learned of this violation in 2015, we removed his app from Facebook and demanded certifications from Kogan and all parties he had given data to that the information had been destroyed.
Cambridge Analytica CEO“Honey Pot” Video
On March 19th, 2018, Channel 4 News in Britain aired a hidden camera interview with Cambridge Analytica CEO Alexander Nix speaking to a “perspective client” who was actually a Channel 4 reporter. During the courrse of the interivew, he discusses that the company has used bribes, false credentials and sex workers to land campaigns.
“Many of our clients don’t want to be seen to be working with a foreign company,” Nix told the reporter. “We can set up fake IDs and websites, we can be students doing research projects attached to a university, we can be tourists. There’s so many options we can look at.”
He also said that “They will offer a large amount of money to the candidate, to finance his campaign in exchange for land for instance. We’ll have the whole thing recorded on cameras.”
Additionally, he said the firm could “send some girls around to the candidate’s house -- we have lots of history of things[…]I’m just saying, we could bring some Ukrainians in on holiday with us you know. You know what I’m saying.”
Cambridge Analytica’s Response
In a statement made on March 19th, Cambridge Anayltica said:
“Cambridge Analytica strongly denies the claims recently made by the New York Times, the Guardian and Channel 4 News.
The company’s detailed responses to their questions ahead of publication were largely ignored in their subsequent reporting. Their source is a former contractor for Cambridge Analytica – not a founder as has been claimed – who left in 2014 and is misrepresenting himself and the company throughout his comments.
In 2014 we received Facebook data and derivatives of Facebook data from another company, GSR, that we engaged in good faith to legally supply data for research. After it subsequently became known that GSR had broken its contract with Cambridge Analytica because it had not adhered to data protection regulation, Cambridge Analytica deleted all the Facebook data and derivatives, in cooperation with Facebook.
This Facebook data was not used by Cambridge Analytica as part of the services it provided to the Donald Trump presidential campaign; personality targeted advertising was not carried out for this client either. The company has made this clear since 2016."
Following the hidden camera interview, Alexander Nix said:
“In playing along with this line of conversation, and partly to spare our ‘client’ from embarrassment, we entertained a series of ludicrous hypothetical scenarios. I am aware how this looks, but it is simply not the case. I must emphatically state that Cambridge Analytica does not condone or engage in entrapment, bribes or so-called ‘honeytraps’, and nor does it use untrue material for any purpose.
“I deeply regret my role in the meeting and I have already apologised to staff. I should have recognised where the prospective client was taking our conversations and ended the relationship sooner.”
Media Coverage
In addition to reports by the Times and the Guardian, virtually all major media outlets covered the story, including CBS,NBC, Gizmodo,ABC and more.
Search Interest
External References