Facebook on Wednesday unveiled new privacy settings aiming to give its users more control over how their data is shared, following an outcry over hijacking of personal information at the giant social network.
In a blog post, Facebook said the changes have been in the works for some time but "the events of the past several days underscore their importance".
"This is what Facebook was doing 10 years ago that people objected to, what the FTC should have stopped in 2011", Rotenberg said.
In Facebook settings for your account, right below the link to deactivate it, there is an option to download a copy of all your Facebook data. This is partly where the Cambridge Analytica scandal began, as a the developer of a seemingly innocent quiz application with a few hundred thousand users was able to access the information of every friend of those users, whether they had interacted with the app (or even knew about it) or not.
"Then you look at trade logistics, especially to try to address what we call the tsunami of parcels, when people start ordering from online platforms instead of going to the retail shop that has bought everything in bulk", he said. Facebook offers privacy feature like two-factor authentication, menu to control ads that you see, manage who sees your posts and who can not.
"We're taking additional steps in the coming weeks to put people more in control of their privacy".
"This doesn't change any of the data that Facebook's actually collecting", said Kurt Wagner, senior editor at Recode.
Facebook shares have fallen sharply in the wake of the controversy, and is reported to have lost $80 billion in market value in the past two weeks. Zuckerberg has agreed to testify before Congress, facing lawmakers who have promised to crack down by regulating the social network.
Facebook shares are down almost 18 percent since March 16, when it first acknowledged that user data had been improperly channelled to Cambridge Analytica, eating away almost US$100 billion of the company's market value. The government set a Saturday deadline for Cambridge Analytica and April 7 for Facebook to respond to its inquiry.
Facebook says the new tools are just the start. The move was announced late Tuesday by Playboy's chief creative officer, Cooper Hefner, who is the son of the magazine's late founder, Hugh Hefner.
The worry is that users will leave the platform, which will in turn, make advertisers do the same.
The company is also working with regulators and privacy experts on updates to its terms of services and its data policy to make them more transparent.
This is just an attempt to stop the bleeding.
Facebook has not been having a good time in the public eye lately.