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Graphic shows issues over how Facebook curates user and non-user data. PYMK = People You May Know. D-NM = Democrat New Mexico
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April 12, 2018 - With more than 2.2 billion monthly active users, Facebook has stockpiled personal data on nearly one-third of the world’s population – a database that is the core of Facebook’s $40.65 billion business.

Appearing before Congress this week, Facebook CEO, Mark Zuckerberg, tried to present Facebook’s approach to user data as open and transparent.

In question after question, he repeated that users control their data and can review it or delete it whenever they want. And if you cancel your account, that data will disappear from Facebook’s servers within 90 days.

Several members of Congress asked Zuckerberg about the data Facebook collects about people who are non-users of Facebook -- so-called “shadow profiles.” Zuckerberg responded, saying that he was “not familiar” with the term “shadow profiles.”

“It’s been admitted that you do collect data points on non-Facebook users,” Rep. Ben Luján (D-NM) asked. “So my question is, can someone who does not have a Facebook account opt out of Facebook’s involuntary data collection?”

“Congressman, anyone can opt out of any data collection for ads, whether they use our services or not,” Zuckerberg said. “But to prevent people from scraping public information, we need to know when someone is trying to repeatedly access our services.”

“You’ve said everyone controls their data, but you’re collecting data on people who are not even Facebook users, who never signed a consent or privacy agreement and you’re collecting their data,” Luján continued. “And you’re directing people who don’t have a Facebook page to sign up for Facebook to get their data.”

Facebook’s People You May Know service uses shadow profiles. Facebook encourages users to upload their entire address books to PYMK; this includes data on people who have never signed up for Facebook.

Instead of discarding non-user information, Facebook keeps the data in the shadow profile -- information held in reserve so that, if they ever do sign up for Facebook, the company will know who to propose as friends. Shadow profile data could explain how a non-Facebook user had his ex-wife suggested to his girlfriend by PYMK and how a man had his secret biological daughter recommended to him.

Sources
PUBLISHED:12/04/2018; STORY: Graphic News; PICTURES: Associated Press
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