In a joint investigation with The Markup, we found that Facebook is collecting ultra-sensitive personal data about abortion seekers and enabling anti-abortion organizations to use that data as a tool to target and influence people online, in violation of its own policies and promises.
Where and how Facebook is collecting the data: When people visit the websites of hundreds of crisis pregnancy centers, Facebook takes in data through a tracking tool called the Meta Pixel that works whether or not a person is logged in to their Facebook account.
Crisis pregnancy centers and other businesses can choose whether to install Pixel on their websites, though many website builders and third-party services automatically embed trackers. Facebook has said millions of Pixels are on websites across the internet, including on 30% of the 80,000 most popular sites, according to The Markup.
What our findings show: We analyzed the sites of nearly 2,500 crisis pregnancy centers and found that at least 294 shared visitor information with Facebook. In many cases, the information was extremely sensitive – for example, whether a person was considering abortion or looking to get a pregnancy test or emergency contraceptives.
More than a third of the websites sent data to Facebook when someone made an appointment for an “abortion consultation” or “pre-termination screening.” And at least 39 sites sent Facebook details such as the person’s name, email address or phone number.
How the data can be used: The centers can deliver targeted advertising, on Facebook or elsewhere, aimed at deterring an individual from getting an abortion. It can be used to build anti-abortion ad campaigns – and spread misinformation about reproductive health – targeted at people with similar demographics and interests. And, in the worst-case scenario now contemplated by privacy experts, that digital trail might even be used as evidence against abortion seekers in states where the procedure is outlawed.
Our analysis found that in states that will ban most or all abortions if Roe v. Wade is overturned, at least 120 crisis pregnancy centers sent data to Facebook about their website visitors.
“I think this is going to be a wake-up call for millions of Americans about how much danger this tracking puts them in when laws change and people can weaponize these systems in ways that once seemed impossible,” said Albert Fox Cahn, founder and executive director of the Surveillance Technology Oversight Project.
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