Changes to Facebook’s privacy (the quintessential technological and social platform) have revolutionized some Facebook walls because it has changed once again. This is no ordinary change, not for the platform, its users, or the various intelligence agencies of different states.

The analysis we provide at onbranding is based on criteria of privacy, security, and private and public interests; therefore, we do not focus on analyzing the more commercial aspects.

It is a fact that many Facebook users are changing their habits regarding connection, relationships, and visibility within the platform, with some even choosing to deactivate their accounts.

Users have seen an increase in the control exercised over information by the platform and its allied agents (NSA, security and intelligence agencies, as well as national and international police forces…) and what is done with that information. For example, in Spain, cases such as Operation Spider or Spider 2 by the Civil Guard have challenged certain organized groups or individuals who have been monitored through social networks.

This is one of the reasons why the identities of some individuals are being anonymized, and not just their names, but also the activity uploaded from various pseudonyms. In our infographic, we indicate this in the form of a battery (the level of trust that Facebook users place in the network’s privacy conditions). We can see the change from 2008 to 2015.

This year and the previous one are completely revealing; the number of real names and the information shared in profiles, even those with pseudonyms, is decreasing. We have moved from maximum trust and great peace of mind to a fear of control and the hyper-localization that the three agents can perform on us (the platform itself, intelligence agencies, and police forces). This is far greater than the fear of companies knowing our tastes and habits, which ultimately served to offer us better and more suitable products or services.

A reflection on why we do not have such a right to be outraged

Let us stop thinking in a childish way; we must realize that this is a private company owned by many other private companies and, therefore, it is neither an NGO nor a public service. We are tired of explaining that when a product is free, you are the product.

Facebook and the rest of the social platforms where the user is part of their database function like a private club; they set the rules, and it is not mandatory to belong to any of these platforms. Therefore, if the policies do not convince us, we can also stop being part of their database. However, if you have read them, you will know that you are already a part of it and, therefore, everything you have published is the property of Facebook. We advise you to read their policies before continuing to use the Facebook network.

On Wednesday, a Chrome extension was released so that users who are not friends with a profile on Facebook could view and download private images of Facebook users; the app is called Picturemate. We conducted several tests and, although it does not work 100%, it effectively displays non-visible images. Is it the fault of the Facebook API? Well, if it didn’t have a security flaw, this wouldn’t happen. But the real problem lies with the user; therefore, if you don’t want something to be seen, do not publish it—or rather, do not digitize it—because security breaches always exist and always will.

Regarding the new Facebook privacy policy.

On this occasion, new conditions for geolocation and payments are introduced, providing information about banks, cards, and purchases. These terms and principles had not been updated since August 2013. The main changes are in the way these terms and conditions are expressed; they are currently easier to understand, effectively democratizing technological law and making it accessible to everyone.

“When we have location information, we use it to tailor our services to you, such as helping you, when you are in a certain place, to find events and offers in your area or to tell your friends that you are near them.”

If Facebook services are used for purchases or transactions, the company founded by Mark Zuckerberg may collect information such as the number or other data contained on the credit card and other account data, as well as billing, shipping, or contact details.

The social network is testing a buy button that allows users to purchase items or services without having to leave Facebook.

The changes of most interest

• With whom posts are shared
• How to remove a tag from a photo
• How to block or remove a contact from the friends list