Facebook says it should have audited Cambridge Analytica

Facebook CEO and founder Mark Zuckerberg in 2010. Robert Scoble

Facebook CEO and founder Mark Zuckerberg in 2010. Robert Scoble

But Facebook told TechCrunch it has not finalised exactly how the "unsend" feature will work.

Phandeeyar, a digital innovation lab, and five other groups wrote an open letter to Facebook founder and CEO Mark Zuckerberg, challenging his contention in a recent interview that the social media platform had effectively combated hate speech targeting the Rohingya community that's being persecuted in western Myanmar.

The EU and Facebook will be looking at what changes the social media giant needs to make to better protect users and how the US company must adapt to new EU data protection rules. "This was a breach of trust, and I'm sorry we didn't do more at the time".

"To get verified, advertisers will need to confirm their identity and location". The company has already required political ads to verify who is paying for them and where the advertiser is located.

In addition, Facebook announced on Friday that it will require advertisers who want to run not just political ads, but also or so called "issue ads" -which may not endorse specific candidates or parties but discuss political topics- to be verified. The company did not specify what number of followers would trigger the requirement.

"We continue to investigate all apps that had access to large amounts of information before we changed our platform in 2014 to reduce data access and we will conduct a full audit of any app with suspicious activity", the spokesperson said.

Moscow has denied the allegations.

The moves are meant to clamp down on fake pages and accounts such as those used to disrupt the 2016 presidential elections in the USA and elsewhere.

The company will be expanding the authorisation process for political advertisers to include ads that focus on issues, like reproductive rights or housing.

"Election interference is a problem that's bigger than any one platform, and that's why we support the Honest Ads Act", Zuckerberg wrote in a Facebook post on Friday. This does not mean the company is planning to let users do this.

Under the Honest Ads Act, digital platforms with at least 50 million monthly views would need to maintain a public file of all electioneering communications purchased by anyone spending more than $500.

Facebook (FB.O) has confirmed that the data of 2.7 million European Union citizens were among those improperly used by political consultancy Cambridge Analytica, the European Union executive said on Friday.

Sandberg also told NBC that if users were able to opt out of being shown ads, "at the highest level, that would be a paid product". Neither can they opt entirely out of Facebook's data collection.

The political data-mining firm allegedly used ill-gotten Facebook user data in its efforts to sway elections.

Facebook Chief Operating Officer Sheryl Sandberg is planing a call with the EU's justice commissioner, while the company's top technology officer is expected to appear before a United Kingdom parliament committee and its deputy privacy chief will head to Italy.

Private data of over 5.6 lakh Indian Facebook users was compromised by a private marketing firm that later sold the personal details acquired through a quiz app to Cambridge Analytica, a UK-based company at the centre of a global privacy breach storm.

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