Following on from our qualitative research Are you following me?, we use a large survey of 1,700 Facebook users to explore their understanding of Facebook’s data collection methods and their attitudes towards these methods.
The research findings indicate that consumers would feel less disempowered if Facebook were required to provide a clear choice to users over whether their personal data is collected for use in targeted advertising, a so-called ‘Choice Requirement Remedy’. Also, most Facebook users would prefer to be able to give more granular consent to specific types of data collection.
By providing Facebook with an opportunity to improve the transparency of its data collection practices and obtain clear, informed consent, the implementation of a choice requirement remedy could offer an opportunity to boost consumers’ trust in the platform, as well as reducing consumer detriment.
