CAMBRIDGE ANALYTICA
DATA SCANDAL

Introduction
In March 2018, news broke of a major
data scandal involving Cambridge
Analytica, a British data analytics firm
that had been involved in the 2016 US
presidential election campaign. It was
revealed that the firm had harvested
the personal data of millions of
Facebook users without their consent
and used it to create targeted political
ads. The scandal sparked a global
outcry, with governments and
regulatory bodies calling for greater
regulation of data analytics firms and
social media platforms. This paper
examines the events leading up to the
scandal, its legal and ethical
implications, and its aftermath.

Cambridge Analytica's Role:
 Cambridge Analytica was a political
consulting firm founded in 2013 by
Alexander Nix
 The company worked on various political
campaigns around the world, including the
2016 US Presidential election
 Cambridge Analytica was heavily involved
in creating targeted political ads to sway
voters during the election

DATA BREACH
 Cambridge Analytica obtained data from millions of
Facebook users without their consent through an
app called "thisisyourdigitallife"
 The app was developed by Cambridge University
researcher Aleksandr Kogan to collect data from
Facebook users, including their likes, interests, and
personal information
 The app not only collected data from those who had
agreed to participate but also collected data from the
participants' friends without their consent
 This allowed Cambridge Analytica to obtain data
from over 87 million Facebook users, which was then
used to create targeted political ads during the 2016
US Presidential election

Impact on Data Privacy
 The Cambridge Analytica scandal
raised serious concerns about data
privacy and the use of personal
data for political purposes
 It highlighted the extent to which
companies like Facebook collect
and use personal data without the
knowledge or consent of users
 The scandal led to calls for greater
transparency and regulation of
data collection and usage, as well
as greater accountability from
companies like Facebook

Impact On Political Advertising
 The scandal also revealed the role of data
in political campaigns and the use of
targeted ads to sway voters
 This has led to calls for greater
transparency and regulation of political
advertising, particularly on social media
platforms like Facebook
 The scandal has also led to a growing
movement to hold political campaigns
accountable for the way they use personal
data to influence voters

 Cambridge Analytica was also widely accused of
interfering with the Brexit referendum, although the official
investigation recognised that the company was not
involved "beyond some initial enquiries" and that "no
significant breaches" took place.The 2016 United
Kingdom European Union membership referendum,
commonly referred to as the EU referendum or the Brexit
referendum, took place on 23 June 2016 in the United
Kingdom (UK) and Gibraltar to ask the electorate whether
the country should remain a member of, or leave, the
European Union (EU). It was organised and facilitated
through the European Union Referendum Act 2015 and
the Political Parties, Elections and Referendums Act
2000. The referendum resulted in 51.9% of the votes cast
being in favour of leaving the EU. Although the
referendum was legally non-binding, the government of
the time promised to implement the result.

Consequences
 The Cambridge Analytica scandal had several
consequences, including:
 1. Regulatory scrutiny: The scandal prompted regulatory
scrutiny of Facebook's data policies and data privacy
practices. In 2019, Facebook was fined $5 billion by the
US Federal Trade Commission for its role in the scandal.
 2. Public trust: The scandal eroded public trust in
Facebook and raised concerns about the company's
ability to protect users' data. Many users deleted their
Facebook accounts in the wake of the scandal, and the
company's stock price dropped significantly.
 3. Political implications: The scandal also had political
implications, particularly in the US. It raised questions
about the role of data in political campaigns and fueled
concerns about foreign interference in US elections.

Conclusion
 The Cambridge Analytica data scandal
was a significant event in the history of
data privacy and political campaigning. It
highlighted the need for stronger data
privacy regulations and better protection
of users' personal data. The scandal
also underscored the power of data in
political campaigns and the need for
greater transparency and accountability
in the use of such data.

CAUSES
 The Cambridge Analytica scandal was caused by several
factors, including:
 1. Facebook's data policies: Facebook's data policies at the
time allowed third-party developers to access users' data if they
obtained users' consent. However, it was later revealed that
Cambridge Analytica had obtained the data of millions of
Facebook users without their knowledge or consent.
 2. Cambridge Analytica's data harvesting techniques:
Cambridge Analytica allegedly used a personality quiz app
called "This Is Your Digital Life" to harvest data from Facebook
users and their friends. The app collected data on users'
demographics, interests, and activity on the platform, as well as
their friends' data.
 3. Political campaigns' hunger for data: The Cambridge
Analytica scandal also highlighted the growing importance of
data in political campaigns. Political campaigns are increasingly
relying on data analysis to identify and target voters, and firms
like Cambridge Analytica were able to capitalize on this trend.