United Kingdom regulators search offices of Cambridge Analytica in London

Cambridge Analytica offices searched

Cambridge Analytica offices searched

Authorities in Britain as well as the USA are investigating Cambridge Analytica over allegations the firm improperly obtained data from 50 million Facebook users and used it to manipulate elections, including the 2016 White House race and the 2016 Brexit vote in Britain.

Overview of relations between Cambridge Analytica, Facebook, and Donald Trump's presidential campaign.

The alleged breach came to light thanks to a Cambridge Analytica whistleblower called Christopher Wylie.

The co-founder of the Leave.EU campaign Arron Banks has repeatedly insisted Cambridge Analytica helped with pro-Brexit campaigns during the run-up to the 2016 referendum.

According to the ads, a quiz app built by a Cambridge University researcher leaked Facebook data of millions of people four years ago.

Friday's notice to the firm followed local media reports that Indian political parties had used the data analytics firm during elections.

On Wednesday, Zurich's data protection officer Bruno Baeriswyl told the Tages Anzeiger newspaper that voter manipulation using such data was possible in Switzerland.

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The Cambridge Analytics fiasco appears to have crystallized the anxiety many people feel about Facebook's enormous sway over daily life and its massive data trove.

"As anyone who is familiar with our staff and work can testify, we in no way resemble the politically-motivated and unethical company that some have sought to portray", acting CEO Alexander Tayler said in a statement.

Facebook's response, however, is limited to a narrow range of technical changes that will further limit the data apps can collect and lead to audits of apps that exhibit troubling behaviour.

A United Kingdom parliamentary media committee is investigating how Facebook uses data, and has summoned CEO Mark Zuckerberg to testify. A proposed class-action lawsuit has been filed in California against both Facebook and Cambridge Analytica.

Chief executive Mark Zuckerberg has issued a public apology, admitting there had been a "major breach of trust".

Mozilla said it would consider returning to Facebook if it could better protects its users data.

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