Elon Musk makes logging in mandatory for viewing tweets on Twitter.
Following Elon Musk’s acquisition of Twitter in October 2022, the social media industry has experienced substantial transformations, including the emergence of new rivals and heightened worries around data gathering methods. One year later, such projections have mostly proven to be accurate. Third-party investigations indicate that advertising revenue on the site has experienced a significant fall of 55 percent since Musk assumed control. Additionally, the number of daily active users has decreased from 140 million to 121 million during the same period. Despite the decrease in Twitter’s advertising revenue and user base, people are actively searching for alternative platforms. However, a recent analysis by Free Press highlights the persistent challenges in maintaining privacy.
Nora Benvenidez, director of digital justice and civil rights at Free Press, highlights a significant correlation between the data collected about individuals and the automated tools employed by platforms and other services. These algorithms frequently generate biased outcomes. “In such situations, litigation is the only viable option.”
Even for customers who desire to opt out of extensive data collection, privacy policies remain intricate and ambiguous, and many customers lack the time or legal expertise to decipher them. According to Benvenidez, consumers can, at most, determine which information should not be gathered. However, regardless of the situation, it is ultimately the responsibility of the users to carefully examine policies and comprehend the true nature of their data usage. “I am concerned that these corporate practices and policies are both malicious and confusing to the extent that people truly do not comprehend the potential consequences.”
The paper, named “Privacy in the New Era of Social Media,” examines the data gathering methods employed by prominent social media platforms such as Bluesky, Mastodon, and Meta’s Threads. The findings emphasize the inherent conflict between user privacy and the necessity of data collecting to enhance platforms and provide personalized advertising.
The previous year presented an opportunity for alternative social platforms to modify their methods of gathering and safeguarding user data, as people migrated to different online platforms. “Regrettably, regardless of the initial interest or cultural tone with which they establish their company, it appears insufficient to steer the entire field away from an excessively expansive and insatiable approach to our data,” remarks Jenna Ruddock, a policy council member at Free Press, a nonprofit organization that monitors the media, and a primary author of a recent report investigating Bluesky, Mastodon, and Meta’s Threads. These platforms have all vied to fill the gap left by Twitter, now known as X.
Companies like as Google, X, and Meta accumulate extensive quantities of user data primarily to enhance their platforms and gain insights, but predominantly to facilitate the sale of personalized advertisements. However, gathering sensitive data pertaining to users’ race, ethnicity, sexuality, or other identifying factors can potentially endanger individuals. Earlier this year, Meta and the US Department of Justice struck a settlement following the discovery that the company’s algorithm enabled advertisers to selectively exclude specific racial groups from viewing advertisements related to housing, employment, and financial services. In 2018, the business received a $5 billion punishment, which was one of the highest fines ever imposed. This penalty was a result of a Federal Trade Commission investigation that discovered numerous cases where the company failed to safeguard user data. The inquiry was prompted by concerns about data sharing with the British consulting firm, Cambridge Analytica. (Meta has subsequently implemented modifications to several ad targeting choices.)
Bluesky, established by Jack Dorsey, the co-founder of Twitter, has received criticism for its practice of monitoring user behavior across many platforms. Conversely, Mastodon has received acclaim for its privacy-centric strategy, abstaining from gathering delicate personal data or geo-location information. Nevertheless, Mastodon’s user base remains rather modest in comparison to larger platforms like as Meta’s Threads.
According to the analysis, Mastodon provides users with the highest level of privacy as it refrains from gathering sensitive personal information or geo-location data. Additionally, it does not monitor user activities outside of the platform, at least not on the network’s default server. Additional servers, referred to as “instances” in Mastodon terminology, have the ability to establish their own privacy and moderation guidelines. Bluesky, established by Jack Dorsey, the cofounder and former CEO of Twitter, abstains from gathering sensitive data but does monitor user behavior on several platforms. However, there are no legal mandates that compel platforms like as Bluesky and Mastodon to maintain their privacy rules in this manner. “Individuals may have specific privacy expectations when they agree to a privacy policy or receive disclosures,” states Ruddock. “Furthermore, it is important to note that this situation remains subject to alteration in the future.” And I anticipate that this will be the case with certain upcoming platforms.
Renaud Chaput, the spokesperson for Mastodon, stated to WIRED that the network has no intentions of modifying its privacy policies. Additionally, Chaput emphasized that user data is solely accessible on the server where an individual’s account is housed. Bluesky and Meta failed to promptly reply to requests for feedback. Emil Vazquez, a spokeswoman for Meta, referred WIRED to a statement by Rob Sherman, the company’s deputy chief privacy officer. In the statement, Sherman emphasized that the most comprehensive information on how Threads utilizes and gathers data can be found in Meta’s privacy policy and the supplementary privacy policy for Threads.
Prior to Musk’s acquisition, Twitter has had a checkered past in safeguarding user data. In 2009, the platform had two instances of hacking, resulting in unauthorized access to users’ sensitive information and, in certain instances, complete control over accounts. In 2011, the Federal Trade Commission (FTC) issued a consent decree, which is a warning of potential legal consequences, against Twitter due to its failure to safeguard user data in connection with the 2009 security breaches. As per the settlement, Twitter will be prohibited for a duration of 20 years from deceiving consumers on the level of security, privacy, and confidentiality it provides for nonpublic consumer information. The Federal Trade Commission (FTC) states that each violation will incur a penalty of $16,000.
Threads, in contrast to Bluesky and Mastodon, primarily adheres to the same comprehensive data collecting practices of its parent business, which also encompasses Facebook and Instagram. Introduced in July as an extension of Instagram, the site experienced an early surge in growth, which was then followed by a period of stability. During Meta’s recent quarterly earnings conference, CEO Mark Zuckerberg announced that Threads currently has a user base of over 100 million monthly active users. “I have long believed that there should be a public conversations application with a billion users that promotes a more positive environment,” stated Zuckerberg. “I believe that if we persist in our efforts for a few more years, we have a high probability of realizing our vision in that area.”
The report highlights the crucial connection between gathered user data and automated tools, which frequently result in discriminatory consequences. Meta’s recent agreement with the US Department of Justice serves as a clear reminder of these hazards, as their algorithm enabled advertisers to exclude particular racial groups from targeted advertisements.
Users face a substantial obstacle when attempting to opt out of data gathering due to the difficulty of understanding intricate privacy regulations. Nora Benavidez, the Director of Digital Justice and Civil Rights at Free Press, emphasizes the insidious and perplexing characteristics of corporate practices and rules, which result in people being uninformed about the full scope of data gathering and the possible consequences.
The absence of comprehensive legislation exposes users to the data gathering methods of social media giants, relying mostly on irregular laws at the state level and individual enforcement efforts. The American Data Privacy and Protection Act, introduced in 2022, is currently not making any progress in Congress, highlighting the pressing requirement for governmental involvement.
The report highlights the intricate equilibrium between user privacy and platform expansion. Although emerging platforms like as Mastodon place a high importance on privacy, their number of users is rather limited. Threads, a subsidiary of Meta, a prominent company, maintains comprehensive data collection practices that may overshadow privacy concerns.
The evolving scenery indicates that the issues around social media’s data practices are still unresolved. To tackle these concerns, a multifaceted strategy is needed. This entails creating thorough privacy regulations, implementing more transparent and user-friendly data collection methods on social media platforms, and empowering users to make well-informed decisions regarding their privacy.
To summarize, the research from Free Press emphasizes the urgent requirement for a fundamental change in the social media environment, where user privacy takes precedence without impeding the progress and expansion of platforms. Implementing proactive regulatory measures, along with a strong dedication to openness and empowering users, is crucial in transforming the social media environment into one that upholds and safeguards user privacy.