You have probably already wondered why you see ads about things you just mentioned. The timing of ads on social media, especially on Meta platforms like Facebook and Instagram, can be uncanny.
Imagine chatting about a product and then, seconds later, seeing an ad for it on your feed. This behavior has led many to ask, "Are social media platforms eavesdropping through our phone microphones to tailor ads?"
This article was prepared with the intention to answer this unsettling sensation, covering Meta's position and legal matters. Read on to understand how you are affected by this!
What Does Meta Say About Eavesdropping Allegations?
It has become common for social media users to suspect having their conversation eavesdropped due to the frequency and speed of ads related to recent topics. To these allegations, Meta has responded to a recent report from 404 Media, stating:
"Meta does not use your phone's microphone for ads and we've been public about this for years. We are reaching out to CMG to clarify that their program is not based on Meta data."
The report to which Meta responded has revealed the use of software that allegedly listens to what users talk about in order to use the data for advertising. Continue reading to know more!
Unveiling "Active Listening" Software
A report from 404 Media reveals documents indicating the existence of "Active Listening" software. Powered by AI, this software supposedly captures real-time data from our conversations. The leaked documents reference a pitch deck from Cox Media Group (CMG), a major TV and radio entity reportedly a marketing partner of Facebook.
The key highlights from the report state that the software captures voice data from smartphones, which is then paired with behavioral data to create highly targeted ads. Still according to the documents, Amazon, Facebook, and Google are clients of this technology.
Following the report's release, Google removed CMG from its Partner Program. This action prompted Meta to review its partnership with CMG to ensure compliance with their terms of service.
Is It Legal?
Regarding the legal angle of "Active Listening" software, a now-deleted Cox blog post from November 2023 reads:
"We know what you're thinking. Is this even legal? It is legal for phones and devices to listen to you. When a new app download or update prompts consumers with a multi-page term of use agreement, somewhere in the fine print, Active Listening is often included."
It is common for the fine print in Terms of Use Agreements, which most users do not read thoroughly, to include consent to "Active Listening." Legal compliance hinges on user consent provided during app installation or updates.
Meta maintains its stance against using microphone data for ads; however, the existence of "Active Listening" software highlights the importance of understanding terms of use agreements to protect user privacy.
