Facebook rolls out ‘Off-Facebook Activity’ feature to improve privacy controls

With the new feature, Facebook users can exercise control over the amount of data shared with businesses

e4m by exchange4media Staff
Published: Jan 28, 2020 7:49 PM  | 2 min read

In a bid to tighten security on the platform, Facebook has introduced a new feature ‘Off-Facebook Activity’, which gives users control over the information used by third-party apps. With the help of the new feature, users can view a summary of the information Facebook receives based on their activity on other apps and websites. They can disconnect the information from their accounts, and it will not be associated with them personally.

The feature was rolled out to mark Data Privacy Day observed on January 28.

In its blog, Facebook explained that it often receives data from businesses, gathered from users’ online activity. The data is used to help businesses find the right audience through ads. “These ads are what make most of the internet available free of charge, including Facebook,” it adds.

But disconnecting information from Facebook doesn’t mean that users will stop seeing ads on the platform. While they may see the same number of ads, they may be less personalised to the user.

The information that the users disconnect will no longer be connected to their account. But the data, while not linked to the user, can still be used by businesses to see how their websites, apps or ads are performing.

Facebook founder and Chief Executive Officer Mark Zuckerberg has also reached out to users through an official communication, explaining the objective behind the roll out: “One of our main goals for the next decade is to build much stronger privacy protections for everyone on Facebook. We know we have a lot of work to do here, which is why this is such a priority for our teams and for me personally.”

He added that the Off-Facebook Activity feature will add a new level of transparency and control on Facebook. 

To access the feature, users will have to go to Settings, then Your Facebook Information and Off-Facebook Activity. 

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