Britain’s Cambridge Analytica (CA) Corp., accused of using Facebook user data to influence the 2016 US presidential election, has announced its sinking after rocking the first network social world.
Cambridge Analytica and its parent company SCL have started “an insolvency proceeding in the UK,” according to a statement from the data analysis and strategic communications company, which has been in the spotlight for several weeks.
“The company immediately stops all operations,” she added. “It has been determined that it is no longer viable to continue to operate this business, leaving Cambridge Analytica no realistic alternative to its placement under court administration.”
An independent director has been appointed.
“A bankruptcy procedure will soon be open” in the United States also, according to the same source.
CA is accused of collecting and exploiting the personal data of nearly 90 million Facebook users for political purposes without their consent. This information would have been used to develop software to predict and influence voter turnout in order to weigh in the 2016 US presidential campaign, won by Donald Trump.
CA categorically denied, despite the secret camera footage of its chief executive Alexander Nix, who had since been suspended.
“Over the last few months, Cambridge Analytica has been the subject of many unfounded accusations and, despite the company’s efforts to rectify the facts, it has been slandered for activities that are not only legal but also broadly accepted. an integral part of online advertising in both the political and commercial fields, “denounced the firm.
“Media-driven headquarters has removed almost all customers and suppliers” from CA, she also lamented. She cites an independent inquiry at her request that “nothing” of what her employees have heard or seen in the media “reflects what they actually do to live”.
Denouncing “a breach of trust,” Facebook has always fiercely denied having let it go, claiming to ignore that the data collected by CA through a psychological test application developed by a university researcher was used for political purposes.
But the US giant has been caught in the storm, accused of not protecting its users enough. His boss, Mark Zuckerberg, had to make amends for the past “mistakes” of his group, during a long hearing in April by US parliamentarians.
The young American billionaire has promised measures to better protect the personal data of its users, limit the use of personal data for advertising purposes and accepted the principle of a regulatory actors in the digital world.
Facebook is subject to an investigation by the UK Data Protection Authority and the Italian Competition Authority. The co-operation body of the EU’s data protection authorities, the “G29”, also took up the case, offering support to national investigations, while the European Commission asked Facebook to “Cooperate fully” with European investigators on this scandal.
CA was also in the spotlight in the UK where Parliament is looking at how much the firm has been able to intervene, or even weigh, on the campaign for the referendum on the exit of the EU in 2016 (Brexit).
Heard on 17 April by the House of Commons Committee on Digital, Culture, Media and Sport, a former CA official had suggested that personal information from British citizens had been abused during the campaign.
This parliamentary committee once again asked Facebook’s boss to come and speak before him, threatening to send him an “official summons” if he did not comply.