With the growth of social media, the Facebook “like” plug in appearing on web pages was a natural step. The plug in allows a user to “like” your site. This generates a link back to your website which then appears in their friends news feed.
Whilst seen by most as a great way for users to share content, the Independent Centre for Privacy Protection (ULD) in the German state of Schlewsing-Holstein. The ULD believes that the “like” buttons allow Facebook to build a database of user information which is in contradiction of the German and EU privacy laws.
The ULD believe that Facebook is unfairly using this data to gather information on users to fund its “advertising purposes” with which it has gained a market share of over 50 billion dollars.
There are constantly questions arising about the personal data that the likes of Facebook and Google are gathering on people. Is it ok for companies to collect data on our web behaviour if it enhances our user experience? As a marketer I am inclined to say yes, however there will always be a line between what is acceptable and what information companies do not need to know. It is a bit scary for people to know that there is lots of personal data about us being collected.
Facebook denies that it is breaking any of the EU privacy laws.