In the News
Two-factor authentication is gaining popularity, but for some companies, it is has an additional use. In Yes Facebook Is Using Your 2FA Number to Target You With Ads, Natasha Lomas at TechCrunch discusses a recent revelation from Facebook that the company uses phone numbers of users obtained for the purpose of two-factor authentication to customize ads that appear on that user’s Facebook feed. Lomas explains that for years Facebook has been tailoring ads to each user based on certain contact information from a user’s profile or from data allowed access to through privacy settings. Facebook confirmed this practice with the justification that tailored ads give Facebook users a more customized experience on the platform while also clarifying that users can control the amount of information Facebook has access to by deleting certain information or though privacy settings.
Our Take
Transparency has become a hot topic in the wake of data collection and security breaches. No one wants their personal information or data used for purposes other than what they intended, but Facebook’s use of phone numbers to personalize ads seems to do just that. Two-factor authentication is a powerful tool for stronger security of your accounts and is intended to make users feel more secure with their accounts. Facebook’s actions may seem manipulative to users who utilize a phone based two-factor authentication to make their accounts more secure, not more personalized. Although Facebook states that their data use policies are explicitly provided to users, many do not read or fully understand a platform’s terms & conditions or data policies. Additionally, many privacy settings are difficult to setup or find making it more complicated for users who are strongly against Facebook’s (or any other social media company’s) ability to change their privacy settings.
Recommendations
So how can you protect your personal information and experience when using social media?
- Understand the risks of putting your personal information into the world, and only share what you have to
- Utilize additional security/privacy measures and settings on apps, accounts, and platforms whenever possible
- When possible, choose a two-factor authentication that does not require a mobile number or additional personal information
- Stay up to date on news covering recent breaches to see if you may have been affected