Off-Facebook Privacy Tool

Ever wonder if it’s really possible to be anonymous online? Or why dark web markets get seized? Or how social media platforms detect disinformation campaigns? The Ntrepid Nsight Series provides answers to these questions and more.

After much anticipation, Facebook officially launched it’s Off-Facebook privacy tool in South Korea, Spain, and Ireland, with worldwide rollout expected by the end of the year. The tool will allow users to clear their browsing history and “disconnect” their profile from the information Facebook gathers while they browse online. But what does this really mean, and is Facebook really shut out from all your data?

Based on public statements, it seems like Off-Facebook may provide little more than a veneer of privacy. The tool seems to be restricted to advertisements and even then, information about precise features and functionality has been vague and caveated. For example, Facebook promises to disconnect users’ off-Facebook activity “within 48 hours from when it’s received.” However, during those 48 hours, the collected data and activity “may be used for measurement purposes and to make improvements to our ads systems.”

In short, Facebook will allow users to disconnect their profile from their data, but not before Facebook gets a good look at it first. Further, Facebook doesn’t delete the collected data; rather, it disassociates the data from an individual profile. Aggregated data is still collected and shared with advertisers and third parties. Facebook also still collects user metadata, IP addresses, on-platform activity, and other data every time you use their services.

Facebook has been under increased pressure from the media, the public, and governments around the world to safeguard user data and remove inauthentic accounts on the platform. In response, Facebook has publicly embraced data encryption and emphasized user privacy; but as features like Off-Facebook demonstrate, privacy is relative.