Profits Over Privacy: A Confirmation of Tech Giants’ Mass Surveillance and a Call for Social Media Accountability
Aysha Vear
In an effort to better understand the data collection and use practices of major social media and video streaming services (SMVSSs), the Federal Trade Commission issued orders to file Special Reports under Section 6(b) of the FTC Act[1] to nine companies in 2020.[2] The orders sought to understand how the companies collect, track, and use their consumers’ personal and demographic information; how they handle advertising and targeted advertising; whether they apply algorithms, data analytics, and artificial intelligence (AI) to consumer information; and how their practices impact children and teens.[3] Titled, “A Look Behind the Screens: Examining the Data Practices of Social Media and Video Streaming Services,” the 2024 report has been four years in the making and a key but unsurprising finding was that the business model of targeted advertising was the catalyst for extensive data gathering and harmful behaviors, and companies failed to protect users, particularly children and teens.[4]
Data Practices and User Rights
Companies involved in the FTC report collected a large amount of data about consumers’ activity on their platforms and also gleaned information about consumers’ activity off of the platforms which exceeded user expectations.[5] The Commission found that a massive amount of data was collected or inferred about users including demographic information, user metrics, or data about their interaction with the network.[6] With respect to specific privacy settings, many companies did not collect any information at all about user changes or updates to their privacy settings on the SMVSSs.[7]
The information came from many places as well. Some information on users collected by the companies was directly input by the SMVSS user themselves when creating a profile; passively gathered from information on or through engagement with the SMVSS; culled from other services provided by company affiliates or other platforms; inferred from algorithms, data analytics, and AI; or from advertising trackers, advertisers, and data brokers. Data collected was used for many different purposes including for targeted advertising, AI, business purposes like optimization and research and development, to enhance and analyze user engagement, and to infer or deduce other information about the user.[8] In addition, most companies deliberately tracked consumer shopping behaviors and interests.[9] Little transparency, if any, was provided on the targeting, optimization, and analysis of user data.
