British political consultancy firm, Cambridge Analytica is facing serious allegations. They allegedly stole information from 50 million Facebook user profiles without permission, in what is called the biggest data burglary case in Mark Zuckerberg's company.
The data are allegedly used to help them design software to predict and influence voters' choices in the voting booth.
Cambridge Analytica hired his services in Donald Trump's campaign in the 2016 US presidential election.
Not only that, a number of dirty tactics also allegedly done the company.
The Cambridge Analytica scandal was revealed by an investigation by British media reporter Channel 4 News who met with some of his executives by pretending to be a potential client of Sri Lanka.
Under the guise of representatives of a Sri Lankan tajir family, undercover journalists claimed to want to change the election results in the South Asian country.
In a hidden camera recording, Cambridge Analytic CEO Alexander Nix recorded his company's work.
Although initially denied that Cambridge Analytica used the technique of 'trap' for opponents, Nix in the recording then revealed the dirty tricks they usually use.
As quoted from News.com.au, Tuesday (20/3/2018), Nix also boasted that it is easy to spread the statements of a politician's statement to be trusted by many people, even though that is not true.
"It sounds horrible, but the information does not need to be completely correct, which is important they (the voters) believe it," said Cambridge Analytica CEO Alexander Nix in the recording.
"We use British companies, some Israeli companies," Nix said. "Which of Israel, is very effective for collecting intelligence data."
According to British media, Guardian, Nix also explained in detail about the services provided by ex-spies they hire. "We have two projects today, which involve in-depth research on the opposition and provide a number of sources ... a very destructive material, which we will decide how to apply in the campaign," he said as quoted by Haaretz.
The CEO of Cambridge Analytica claims to be able to record opposition parties are taking bribes, or use the services of a beautiful girl commercial sex worker (PSK) from Ukraine to trap the target.
The company also claims to be able to analyze consumer data, including from social media and holding a poll or pooling - to deliver marketing materials to targeted people.
Cambridge Analytica claims to have worked in Italy, Kenya, South Africa, Colombia and Indonesia.
Breaking into Facebook Data via Personality Quiz
The New York Times and The Observer of London media reported that Cambridge Analytica allegedly exploited information from 50 million Facebook users and used it to develop techniques that could be used to support Donald Trump's campaign in the 2016 presidential election. The goal, to influence voters.
The company is affiliated with Strategic Communication Laboratories (SCL) it has offices in London, New York, Washington DC, also in Brazil and Malaysia. Meanwhile, billionaire global investment manager (hedge fund) and Donald Trump supporter, Robert Mercer is the owner.
Cambridge Analytica has links with former Trump chief advisor Steve Bannon and Trump 2020 campaign manager Brad Parscale.
As quoted from thejournal.ie, Cambridge University Psychologist Aleksandr Kogan created a personalized prediction app, thisisyourdigitallife, which was downloaded by 270,000 people.
The app allows Kogan to access information such as content like what Facebook users like, where they come from within their profile data.
The information is then forwarded to Strategic Communication Laboratories (SCL) and Cambridge Analytica.
To the Canadian television channel, CBC, Christopher Wylie, a former employee of Cambridge Analytica admitted, the company uses personal data obtained without consent.
It was one of the most serious hacking cases in Facebook history.
Since the startling news has surfaced, Facebook has blocked the pages of Strategic Communication Laboratories (SCL) and Cambridge Analytica, as well as the accounts of Christopher Wylie and Aleksandr Kogan.
The Facebook side believes that thisisyourdigitallife application is in official status, but accuses Kogan of violating Facebook requirements by sending data to SCL or Cambridge Analytica.
The social media giant claimed to have known about the incident that took place in 2016 and asked all parties concerned to remove the data they get.
"Claims that this is a completely wrong data breach," Facebook said on Saturday, March 17, 2018.
The company said the app users allegedly consciously provided their information.
However, vice head of Legal Facebook, Paul Grewal admitted his side continue to investigate the claim.
"We will take legal action if necessary to hold them accountable and accountable for any unlawful behavior," said the Facebook, as quoted by VOA.
Meanwhile, the Cambridge Analytica strongly denied allegations directed at them.
The company claimed to have deleted Facebook data from third parties in 2014, after learning that the information does not meet the rules.