Facebook Suspends Another Data Analytics Firm

CubeYou used personality quizzes to help marketers find customers.

Mark Zuckerberg, chief executive officer of Facebook Inc. (David Paul Morris/Bloomberg via Getty Images )

Facebook has suspended another data analytics firm called CubeYou after CNBC notified the company that CubeYou was collecting information about Facebook users through personality quizzes. CubeYou misled users by labeling its quizzes for “non-profit academic research” then shared user information with marketers. This situation is very similar to how Cambridge Analytica received unauthorized access to the data of as many as 87 million Facebook user accounts. They used that data to target political marketing. CubeYou sold the data collected by researchers working with the Psychometrics Lab at Cambridge University, reports CNBC. It is most likely that CubeYou did not just collect this data once. The fact that CubeYou was able to mislabel the purpose of the quizzes, and that Facebook did nothing to stop them until CNBC pointed out the problem, suggests that Facebook does not have much control over the problem, CNBC writes. But Facebook disagrees with the suggestion that they cannot control their apps and told CNBC that it cannot control information that companies mislabel. CubeYou has been suspended from the platform until Facebook can complete an audit. Mark Zuckerberg is set to answer questions before Congress this week stemming from the Cambridge Analytica scandal.

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