As of today, I’ve sent off my evidence to the US Better Business Bureau so they can continue their investigation of Facebook. The DAA was too gutless to investigate but the BBB, by contrast, gives a damn.
Let me note here that I have nothing against Facebook making a buck. I just ask that it do so honestly, that it does what it says.
Facebook claims that you can opt out of targeted advertising, and that you can edit your preferences for that targeting, the same was what Google did in 2011. It was revealed then that Google lied, and the Network Advertising Initiative was able to follow up my findings and assured me it would work with them to sort their procedures out.
If you opt out of targeting, Facebook continues to gather information on you. The BBB noted to me in April that if I could show that Facebook was targeting based on personal information I did not provide (e.g. if you fed in a fake location as your home in Facebook and it serves you ads based on your real location), then it could be a violation of their principles. This is pretty easy to prove: just go to any ad in your feed, click on the arrow in the right-hand corner, and click ‘Why was I shown this ad?’ In most cases, your actual location will have something to do with it.
Secondly, there is a potential link between the preferences Facebook has stored on you—the ones they say they would not use—and the ads you are shown. Facebook claims you can edit those preferences but as I showed last week, this is not true. Facebook will, in fact, repopulate all deleted preferences (and even add to them), but thanks to the company itself providing me with the smoking gun, I was able to connect those shown preferences with ads displayed between March and December 2016. It casts doubt on whether Facebook is actually targeting me based on freely given information, especially since, for example, I am being served ads for Oh Baby! when I don’t have kids. (Oh Baby!, meanwhile, is one of the preferences in its settings.)
My Google investigation took three months; this took between eight and nine.
We’ll see if the BBB will take quite as long—they might, because they say they tend to be inundated with complaints about Facebook, but find that most cases do not violate their principles. But I’ve shown them not only examples along the lines of what they suggested, but a few that go even further.