Facebook has promised more transparency about ads on its platform, but the majority of users are still in the dark about the kind of information that’s been collected on them.
That’s according to a study released Wednesday by the Pew Research Center, a Washington, D.C.-based think tank. The vast majority of users surveyed (74%) said they were not aware that Facebook
lists their interests for advertisers and that these interests can be found in the “ad preferences” page on user profiles. Those preferences run the gamut from pop culture, consumer purchases and “likes” to “multicultural affinity” and political labels.
More than half (51%) of users said they were not comfortable with Facebook making such a list.
More than half of users said they were not comfortable with Facebook making such a list about their preferences, the Pew survey concluded.
One in five Facebook users (21%) report they are listed as having “multicultural affinity,” the Pew Research survey found. Of those, 43% were assigned an affinity to African American culture and 43% assigned Hispanic culture, and 10% were assigned an affinity with Asian American culture.
“Facebook’s detailed targeting tool for ads does not offer affinity classifications for any other cultures in the U.S., including Caucasian or white culture,” Pew researchers said in the report.
Roughly half (51%) of those in this survey are given a political label. Some 73% of those assigned a label on their political views say the listing “very accurately or somewhat accurately” describes their views, Pew said.
“These findings relate to some of the biggest issues about technology’s role in society,” said Lee Rainie, director of internet and…