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Facebook引發(fā)公眾不滿已不是什么新鮮事，如今正經(jīng)歷史上最嚴(yán)峻的危機(jī)。一家分析公司獲取了8700萬Facebook用戶個(gè)人信息，其中大多是美國(guó)用戶，而這家公司的“業(yè)績(jī)”之一就是助推現(xiàn)任總統(tǒng)唐納德·特朗普贏得大選。這一驚人消息公開后，美國(guó)和英國(guó)的立法者和監(jiān)管部門加大了對(duì)社交媒體巨頭Facebook的審查力度，還有部分用戶注銷了Facebook賬戶。隨著各方密切關(guān)注2016年美國(guó)大選期間Facebook如何成為俄羅斯宣傳和虛假新聞擴(kuò)散渠道，全公司及首席執(zhí)行官馬克·扎克伯格面臨的壓力愈加沉重。

1. 誰(shuí)從Facebook那里得到了什么？

2014年夏天，美國(guó)政治咨詢公司Cambridge Analytica的英國(guó)聯(lián)營(yíng)公司聘請(qǐng)了在蘇聯(lián)出生的美國(guó)研究人員亞歷山大·科根來收集Facebook用戶的基本個(gè)人信息以及他們點(diǎn)贊內(nèi)容。約30萬Facebook用戶下載了科根名為“This Is Your Digital Life”的app，他們中的大多數(shù)或全部都得到了一點(diǎn)報(bào)酬，這款app也向他們進(jìn)行了一系列調(diào)查?？聘占牟还馐沁@些人的信息，在用戶隱私設(shè)置允許的情況下，他還收集了這些人的Facebook朋友的信息。涉及人數(shù)最初估計(jì)為5000萬，后增至8700萬人。該app在服務(wù)條款中表示它將收集用戶及其朋友的信息。

2. 科根得到了Facebook的允許嗎？

從一般意義上講，他得到了。Facebook允許外部開發(fā)者自行制作app并在Facebook上使用?？聘瞥鏊腶pp時(shí)，F(xiàn)acebook還允許開發(fā)人員在用戶隱私設(shè)置允許的情況下收集用戶朋友的信息。在彭博獲取科根的3月18日的電子郵件中這樣寫道：“我們清楚地表明用戶授權(quán)我們大范圍地使用這些數(shù)據(jù)，包括將其出售或許可別人使用。”

3.問題在哪里？

Facebook稱，科根曾聲稱收集數(shù)據(jù)是為了研究，所以“說了謊”，后來將數(shù)據(jù)轉(zhuǎn)交給Cambridge Analytica也違反了Facebook的政策?？聘q稱app的條款與細(xì)則已經(jīng)寫明允許“商業(yè)用途”。Facebook則表示，2015年了解到相關(guān)情況后移除了科根的app，同時(shí)要求科根“以及曾接收數(shù)據(jù)的各方”將數(shù)據(jù)銷毀。

4.數(shù)據(jù)銷毀了嗎？

和《倫敦觀察家報(bào)》（The Observer of London）一起捅出此事的《紐約時(shí)報(bào)》3月18日?qǐng)?bào)道，電子郵件和文件顯示Cambridge Analytica“仍持有大多數(shù)或全部數(shù)據(jù)”。Cambridge Analytica則堅(jiān)持說已經(jīng)刪除了所有數(shù)據(jù)。在Facebook要求下，科根提出并“實(shí)施了一次內(nèi)部審計(jì)，以確保所有數(shù)據(jù)、衍生和備份數(shù)據(jù)均已被刪除”。4月5日，F(xiàn)acebook首席技術(shù)官邁克爾·斯科洛普夫在接受采訪時(shí)說：“我們還不知道他們究竟掌握著什么”，這要看調(diào)查結(jié)果。

5. Cambridge Analytica為什么想要這些數(shù)據(jù)？

它用這樣的數(shù)據(jù)來鎖定訴求格外具體的選民，這其中既有Facebook用戶，也包括其他在線服務(wù)商，此舉已經(jīng)遠(yuǎn)遠(yuǎn)超出僅基于黨派身份發(fā)送信息的傳統(tǒng)做法，被稱為“心理因素細(xì)分”定向或建模。

6. Cambridge Analytica給科根錢了嗎？

《泰晤士報(bào)》稱，公司電郵和財(cái)務(wù)記錄顯示，Cambridge Analytica承擔(dān)了這款app逾80萬美元的開發(fā)成本，并允許科根為自己的研究保留該app。

7. Cambridge Analytica是何方神圣？

Cambridge Analytica的網(wǎng)站自稱為在商業(yè)和政治兩方面都能“利用數(shù)據(jù)來改變受眾行為”。它設(shè)在倫敦的聯(lián)營(yíng)公司SCL Group以前就曾在世界各地的選舉中搞過曖昧的把戲。Cambridge Analytica在2016年大選中的工作是支持特朗普、泰德·科魯茲和本·卡森，三人均來自共和黨。Cambridge Analytica成立于2013年，創(chuàng)始人羅伯特·默瑟曾在文藝復(fù)興科技公司（Renaissance Technologies）擔(dān)任聯(lián)合CEO。在2016年大選中，默瑟是特朗普的主要支持者，特朗普的競(jìng)選經(jīng)理史蒂夫·班農(nóng)則在文藝復(fù)興科技公司擔(dān)任董事。有關(guān)Facebook“數(shù)據(jù)門”的首批報(bào)道剛出現(xiàn)了幾天，Cambridge Analytica就表示已將CEO亞歷山大·尼克斯停職，因?yàn)楹笳吖拇礐ambridge Analytica愿意用賄賂、聯(lián)合性工作者下套以及其他可能的非法戰(zhàn)術(shù)來打壓參選者的過程被拍了下來。

8. Facebook數(shù)據(jù)幫特朗普登上了總統(tǒng)寶座？

Cambridge Analytica堅(jiān)決否認(rèn)它在2016年選舉中使用了來自科根所在公司的Facebook數(shù)據(jù)，或者代表特朗普的競(jìng)選班子使用了心理因素細(xì)分建模技術(shù)。但還不清楚它是否把Facebook數(shù)據(jù)用在了其他方面，以便更好地了解并鎖定投票者。Cambridge Analytica的模型是否真的奏效就存在爭(zhēng)議；甚至有部分Cambridge Analytica用戶表示他們認(rèn)為該模型幾乎沒有價(jià)值可言。

9.上述情況有任何違規(guī)之處嗎？

這還有待觀察。英國(guó)的數(shù)據(jù)保護(hù)法禁止在未經(jīng)允許的情況下出售或使用個(gè)人數(shù)據(jù)。2011年，F(xiàn)acebook和美國(guó)聯(lián)邦貿(mào)易委員會(huì)（U.S. Federal Trade Commission）就隱私投訴問題和解，F(xiàn)acebook同意在分享用戶資料時(shí)首先要獲得明確同意。該委員會(huì)目前正在調(diào)查Facebook是否違反了2011年同意判決書的條款。如發(fā)現(xiàn)有違該同意判決書，F(xiàn)acebook就可能面臨數(shù)百萬美元的罰款。美國(guó)和英國(guó)國(guó)會(huì)議員正在分別進(jìn)行調(diào)查。

10.此事有何影響？

3月17日“數(shù)據(jù)門”消息曝光，F(xiàn)acebook股價(jià)在隨后10天里幾乎下跌了18%。網(wǎng)上的“卸載Facebook”（#DeleteFacebook）運(yùn)動(dòng)得到了一些高調(diào)支持，但扎克伯格說Facebook的業(yè)務(wù)未受到“重大影響”。Facebook表示已經(jīng)移除了允許用戶通過電話號(hào)碼或電郵地址在Facebook上搜索其他人的功能。它還打算讓用戶更方便地改變隱私設(shè)置。（財(cái)富中文網(wǎng)）

譯者：Charlie

審校：夏林

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No stranger to public discontent, Facebook Inc. is digging out of one of its biggest crises yet. The personal data of up to 87 million users, mostly in the U.S., was obtained by an analytics firm that, among its other work, helped elect President Donald Trump. In response to that revelation, lawmakers and regulators in the U.S. and U.K. increased their scrutiny of the social media giant, and at least some Facebook users canceled their accounts. The uproar has only added to the pressure on Facebook and Chief Executive Mark Zuckerberg over how the company was used during the 2016 presidential campaign to spread Russian propaganda and phony headlines.

1. Who took what from Facebook?

During the summer of 2014, the U.K. affiliate of U.S. political consulting firm Cambridge Analytica hired a Soviet-born American researcher, Aleksandr Kogan, to gather basic profile information of Facebook users along with what they chose to “Like.” About 300,000 Facebook users, most or all of whom were paid a small amount, downloaded Kogan’s app, called This Is Your Digital Life, which presented them with a series of surveys. Kogan collected data not just on those users but on their Facebook friends, if their privacy settings allowed it — a universe of people initially estimated to be 50 million strong, then upped to 87 million. The app, in its terms of service, disclosed that it would collect data on users and their friends.

2. Did Kogan have Facebook’s permission?

In a general sense, yes. Since 2007, Facebook has allowed outside developers to build and offer their own applications within its space. When Kogan offered his app, Facebook also allowed developers to collect information on friends of those who chose to use their apps if their privacy settings allowed it. “We clearly stated that the users were granting us the right to use the data in broad scope, including selling and licensing the data,” Kogan wrote in a March 18 email obtained by Bloomberg.

3. Then what’s the issue here?

Facebook says Kogan “l(fā)ied to us” by saying he was gathering the data for research purposes and violated the company’s policies by passing the data to Cambridge Analytica. Kogan says his app’s terms and conditions specifically allowed “commercial use.” Facebook says that after it learned of the situation in 2015, it removed Kogan’s app and demanded that he “and all parties he had given data to” destroy the data.

4. Has the data been destroyed?

The New York Times — which broke the story along with The Observer of London — reported on March 18 that emails and documents suggest the firm “still possesses most or all of the trove.” Cambridge Analytica has maintained that it deleted all the data Kogan provided and, at Facebook’s request, “carried out an internal audit to make sure that all the data, all derivatives, and all backups had been deleted.” Facebook’s chief technology officer, Michael Schroepfer, said in an interview on April 5 that pending the results of investigations, “we don’t know exactly what they have.”

5. Why did Cambridge Analytica want the data?

It uses such data to target voters with hyper-specific appeals, including on Facebook and other online services, that go well beyond traditional messaging based on party affiliation alone. This is known as “psychographic” targeting or modeling.

6. Did Cambridge Analytica pay Kogan?

It covered his costs in creating his app — more than $800,000 — and allowed him to keep a copy for his own research, the Times reported, citing company emails and financial records.

7. Who is Cambridge Analytica?

It’s a company that “uses data to change audience behavior,” both commercially and politically, according to its website. Its London-based affiliate, SCL Group, has a history of dubious tricks in elections around the globe. Cambridge Analytica worked in support of the 2016 campaigns of Trump, Ted Cruz and Ben Carson, all Republicans. It was founded in 2013 by former Renaissance Technologies co-CEO Robert Mercer, a major supporter of Trump in 2016; Trump’s campaign manager, Steve Bannon, served on the firm’s board. Days after the first reports about Facebook data, Cambridge Analytica said it had suspended its chief executive officer, Alexander Nix, who caught on camera boasting about the firm’s willingness to use bribes, entrapment with sex workers and other possibly illegal tactics to undermine political candidates.

8. Did the Facebook data help Trump win the presidency?

Cambridge Analytica flatly denied using Facebook data from Kogan’s firm in the 2016 election or employing psychographic modeling techniques on behalf of Trump’s campaign. But it’s not clear whether the firm used the Facebook data in other ways to better understand and target voters. Whether Cambridge Analytica’s models really work is itself a point of contention; even some of the firm’s clients have said they saw little value in it.

9. Did any of this violate any rules?

That remains to be seen. The U.K. has data-protection laws that ban the sale or use of personal data without consent. And in 2011, Facebook settled privacy complaints by the U.S. Federal Trade Commission by agreeing to get clear consent from users before sharing their material. The FTC is now investigating whether Facebook violated the terms of that 2011 consent decree. The company would face millions of dollars in fines if it were found to have violated that pact. Lawmakers in the U.S. and U.K. are conducting their own inquiries.

10. What’s been the fallout?

Facebook shares dropped almost 18 percent in the 10 days after the news broke on March 17. An online “#DeleteFacebook” movement drew some high-profile support, though Zuckerberg says there’s been no “meaningful impact” on Facebook’s business. Facebook said it removed a feature that let users enter phone numbers or email addresses into Facebook’s search tool to find other people. The company also will make it easier for users to adjust their privacy settings.