Chapitre 5 - Marketing and ICT III The Facebook- Cambridge Analytica data scandal In the 2010s, a British political consulting firm Cambridge Analytica collected personal data related to 87 million of Facebook users without their consent. The personal data were used in the 2016 US presidential campaign to understand the users' psychological profiles and target potential voters with micro- advertising campaigns. Source : Guardian graphic Information about the data misuse was disclosed in 2018 and Mark Zuckerberg, Facebook's CEO publicly apologized for the breach of personal data during a testimony before the US Congress. 335