PSA: Here’s a Facebook data-gathering tool you’ll want to disable

PSA: Here’s a Facebook data-gathering tool you’ll want to disable

technology By Jan 03, 2024 No Comments

PSA: Here’s a facebook data-gathering tool you’ll want to disable

As Meta faces increasing legal scrutiny over facebook data-gathering to serve personalized ads, its latest tactic is to claim that a feature is really intended to help users.

meta’s Data-Gathering Under Legal Threat

Meta has been facing a growing legal problem. The company makes most of its money from personalized ads, which of course rely on sucking up as much personal data as possible to determine which ads to display. But that Business model is under threat from EU legislation, which requires people to be given the choice about whether or not to have their used in that way. Meta’s data-gathering is also under scrutiny by other countries.

In the EU, one way the company is fighting back is by introducing a new feature called “Link History”. However, some have expressed doubts that this is enough to comply with the law. Meta is trying a new tactic: Pretending that a new way to gather data on users is really for their benefit.

facebook’s Link History Setting

facebook recently rolled out a new “Link History” setting that creates a special repository of all the links users click on in the facebook mobile app. Users can opt-out, but Link History is turned on by default, and the data is used for targeted ads.

The company pitches Link History as a useful tool for consumers, claiming that with this feature, their browsing activity is saved in one place, rather than being used as another way to keep tabs on their behavior. In a pop-up encouraging users to consent to the new tracking method, facebook says, “With the new setting, you’ll never lose a link again.” The company goes on to mention that “When you allow link history, we may use your information to improve your ads across Meta technologies.”

How to Opt Out

Here’s for opting out: The company notes that the ‘feature’ is rolling out gradually, so you may not see it yet. If you don’t, the same place will offer you the option to clear your existing facebook browsing history.

The Importance of User privacy

Users must be aware of the implications of enabling such Features, especially in the era of heightened privacy concerns and tighter regulations. It is essential for individuals to understand how their data is being utilized and to have the ability to opt out of Features that they are uncomfortable with.

As the technology landscape continues to evolve, companies need to be transparent and ethical in their data collection practices, ensuring that the privacy and preferences of users are respected.

Source: 9to5mac

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