Facebook’s New Data-Gathering Technique Is Here, but You Can Opt Out—Here’s How

Meta, Facebook's parent firm, is not a stranger anymore when it comes to data collection. It's been a long time since users complained about how the app gathers their personal data.

Now, in the first week of 2024, the company did not entirely get rid of the practice. Instead, it only revised the revenue model for its personalized ads. However, this approach is encountering obstacles due to stringent EU legislation mandating user consent for such data utilization.

This legal predicament is not limited to the EU, as various other countries are also scrutinizing Meta's data-gathering methods.

EU Legislation Threatens Meta's Business Model

In response to the EU legislation, Meta has initiated a defensive move by introducing ad-free subscription options. Nevertheless, doubts persist regarding the adequacy of this measure to align with legal requirements. The company is actively exploring alternative strategies to navigate the intricate legal landscape it currently faces.

Meta's Novel Tactic: Link History Feature

Recent developments reveal Meta's novel tactic in its battle to gather user data. A newly introduced "Link History" setting, ostensibly designed to benefit users, is generating considerable attention. This feature acts as a specialized repository, automatically compiling all links clicked within the Facebook mobile app.

Despite providing an opt-out option, Link History is enabled by default, with the collected data utilized for targeted advertisements, according to 9to5Mac.

Link History Pitched as a User-Friendly Tool

Meta is pitching Link History as a user-friendly tool, emphasizing its role in consolidating browsing activity in one accessible location. The narrative presented to users is that this feature ensures they "never lose a link again," Gizmodo reports.

The pop-up prompts users to consent to this new tracking method, framing it as a convenience rather than a surveillance tool. The fine print reveals that allowing link history enables Meta to leverage user information for enhancing advertisements across its technologies.

Opting Out of Link History: Getting Started

For users wary of this data-gathering strategy, Meta provides opt-out instructions within the Facebook mobile app:

1. Tap any link within the Facebook app to open the Mobile Browser.
2. Tap "more actions" in the bottom right, then select "Browser settings."
3. To enable link history, toggle the switch next to "Allow link history" and confirm.
4. To disable link history, toggle the switch off and confirm. Note: Disabling link history clears existing data and prevents further data utilization for ad improvement.

Meta's Ongoing Rollout of Link History

Meta acknowledges that Link History is gradually rolling out, and users may not see it immediately.

For those yet to encounter it, the same location provides an option to clear existing Facebook browsing history.

Back in July, Al Jazeera reported that Meta was slapped with a $13.5 million fine from the Australian court. According to the lawsuit, the company had been collecting user data through its phone app without informing its users.

Before Christmas Italy fined Meta for violating its nationwide ban on gambling ads.