Zuckerberg says 'sorry' - in newspaper ads

Facebook CEO Mark Zuckerberg has vowed to ‘step up’ to fix problems at the social media giant as it fights a snowballing scandal over the hijacking of personal data from millions of its users

It has also deepened concerns about the social media network's ability to avoid being exploited to spread propaganda and sway elections.

Facebook's senior leadership was conspicuously quiet in the immediate wake of the Cambridge Analytica debacle.

Facebook's shares have skidded about 14 percent since the disclosures a week ago. Members of the U.S. Congress are calling on Facebook Chief Executive Officer Mark Zuckerberg to testify on the company's practices.

In 2013, a Cambridge University researcher named Aleksandr Kogan created a personality quiz app.

Finding out which apps received large amounts of information and banning them.

Facebook says the information is uploaded to secure servers and comes only from users who opt-in to allow it. Spokeswomen say the data is not shared with friends or any outside apps.

Even more disturbing is how Facebook attempted to get ahead of the weekend news that was going to lift the lid on the Cambridge scandal by announcing the suspension of Cambridge Analytica from Facebook on Friday.

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More: Who's deleting Facebook? He says the data firm approached him for the project and assured him that everything he did was legal.

The Trump campaign paid the firm $6 million during the 2016 election, although it has since distanced itself from Cambridge. The FTC then acquired a consent degree to require Facebook to receive permission and to notify users before sharing their data with third parties.

Trump's former national security adviser, Michael Flynn, disclosed an advisory role with Cambridge Analytica last August. What's worse, he said, it was hard to avoid extracting private data. And we'll have more changes to share in the next few days.

The apology was signed off by Facebook CEO Mark Zuckerberg. Privacy advocates have asked the Federal Trade Commission to investigate as well.

User information is just not safe and the fact that the U.S government is unwilling to drag Zuckerberg and co across hot coals suggests that targeted advertising is here to stay and, as for users' personal information, clearly no issue on that front.

Location and demographic information, which was taken from Facebook, can often be used to tie someone to other data points where the identity was previously unclear. He followed up with rare media appearances where he apologized for a breach of trust. It was intent on collecting personal data with the aim of "monetizing" that data. These actions would prevent any app like Kogan's from being able to access so much data today. That came too late to stop Cambridge. "We're now taking steps to ensure this doesn't happen again", he wrote in the ad, which appeared in The New York Times, Washington Post and Wall Street Journal as well as the UK's The Observer, The Sunday Times, Mail on Sunday, Sunday Mirror, Sunday Express and Sunday Telegraph.

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