Facebook data flush: new tool gives more control to users

Facebook has announced plans to build a new Clear History feature into its platform to grant users more information and control over how their personal data is used.

This update came as Facebook hosted its annual developer conference and following months of negative press coverage surrounding the Cambridge Analytica data scandal, which saw a third-party app misuse data from millions of Facebook users.

The new feature will allow users to see the websites and apps that send Facebook information about them, delete this information from their account, and even turn off Facebook’s ability to store it linked with their account.

In theory, the new tool would give users better control over the data that Facebook stores about them. It would then allow them to flush it from their systems in the same way cookie data can be cleared from web browsers.

This is the first significant instance of Facebook following through on Zuckerberg’s promise back in March to protect user data, but may be a cause for concern for advertisers as the tool could impact their ability to effectively target ads.

However, considering the public’s growing distrust of targeted advertising, the long term benefits of allowing people increased awareness and control over their digital footprint could outweigh the short term impact this new feature may have on advertisers.

As ex-Ebiquity chief Nick Manning told Mediatel earlier this year, Facebook needs to find a position that satisfies the public first, and advertisers second. Otherwise it risks user loss and the consequences of advertiser defection.