The changes allow users to apply more specific privacy settings to the content
they post on the site. But many of the default settings mean that, unless
users follow a prompt to go in and change their settings, they end up
sharing most of their information with everyone on the internet.

"Under the banner of simplification, Facebook has pushed users to
downgrade their privacy," said Marc Rotenberg, executive director of
the Electronic Privacy Information Center, a US advocacy group.

Facebook first announced the changes in July. Mark Zuckerberg, chief
executive, reiterated them in an open letter to users last week when he also
announced the site had 350m users.

As Facebook has grown, privacy advocates have grown increasingly concerned
that users are ceding control of their most intimate – and valuable –
information.

New ‘privacy’ changes
"These new ‘privacy’ changes are clearly intended to push Facebook users
to publicly share even more information," said Kevin Bankston of the
Electronic Frontier Foundation, a US digital rights group. "Even worse,
the changes will actually reduce the amount of control that users have over
some of their personal data."

Facebook maintains that it is not trying to trick users into sharing more
data. The latest settings offer more control of what information users share
and with whom, it has said.

However, the company acknowledged that the introduction of the settings could
lead users to make more of their information publicly available.

"As a result of providing more control, there will be more sharing,"
said Elliot Schrage, vice-president of public policy for Facebook, on a
conference call on Wednesday.

Delicate balance
Along with other internet companies, Facebook has been working on the delicate
balance between storing personal data and using that information to enhance
services and gain a business edge. The issue of privacy has dogged Facebook
since its inception in 2005.

Google, the search engine, has also faced criticism for storing users'
information and using it to enhance its targeted advertising.

"The data is more valuable to the companies that possess it when it can
be more widely used," said Mr Rotenberg. "It's more valuable for
advertisers and more valuable for search companies. It's not clear what the
user benefit is."

Because of Facebook's sizeable established social footprint, Mr Rotenberg said
it was unlikely users would abandon it for a newer social network. But he
expects a push for better regulation.

"I think you're going to see a political maturing of the Facebook
community," he said. "These are issues that require legislation
and some regulation."

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