As Facebook turns off facial recognition in Europe, is this the start of a change for the company?

Meet the new social network, not quite the same as the old social network.

After a long struggle with the Irish Data Protection Commission, Facebook is set to delete the last tranche of data kept from its facial recognition feature, dubbed Tag Suggestions, and turn it off for all users today. It just the latest retreat in a series of changes which may redefine the company.

The Tag Suggestions feature was first announced in December 2010. By using a mixture of information about facial shape and features, and contextual clues such as other people in the same album or picture, Facebook is able to suggest to users the names of other people in photos they have taken. Similar capabilities appear in other software – Apple's iPhoto, for instance, has an offline version – but Facebook's implementation leverages its vast user base to get more data than any competing company could manage.

However, Facebook implemented the Tag Suggest feature as an automatic opt-in for all users. That, combined with the fact that most photos on Facebook aren't uploaded by their subjects – obviously, since someone is normally behind the camera – meant that it necessarily played fast and loose with privacy concerns.

Just six months after it was announced, the first objections were raised in the US, and in August 2011, a Hamburg court became the first to rule that it must be opt-in to comply with local privacy laws. A month later, the Irish DPC began a wide-ranging privacy audit in response to complaints from a user group, Europe v Facebook, which included in its remit the facial recognition issues.

Since Facebook's European operations are based in Ireland – largely for tax reasons, since the company has a corporation tax rate of just 12.5 per cent for trading income – the decision of the DPC has wide-ranging effects. The first report, in December 2011, gave Facebook six months to comply with a number of requirements. "Shadow profiles" – profiles made of people who haven't joined Facebook from information uploaded by their friends – had to go, while data retention for searches and ad-clicks was limited, to six months and two years respectively.

The DPC also required Facebook to provide a prominent warning to its European users that it uses facial recognition technology that automatically tags them in photographs.

It was this last requirement which Facebook seems to have found too hard to comply with. In September, it closed Tag Suggestions to new users, and this month, it is shutting the feature entirely in Europe, and trashing the already collected data.

It's a bold move to take for a company which has, in other markets, been doubling down on facial recognition technology. In June, Facebook bought Israeli company Face.com, for a reported $55m. Face.com was the provider of much of the technology used by Facebook, and the company argued that the transaction "simply [brought]… a long-time technology vendor in house."

The company has always known that privacy concerns are one of the largest hurdles it has to to overcome. In its IPO prospectus, filed in February, Facebook highlighted a number of privacy-related risks to its business, from the publicity pitfalls associated with moving faster towards "frictionless sharing" than it's users are comfortable with, to the hurdles that stricter privacy regulation could introduce.

The facial recognition skirmish is an unusually under-the-radar battle for Facebook, however. Most of its highly publicised missteps involve public information being shared without the explicit permission or notification of users. This includes, for example, the ability of friends to "check in" people in Facebook Places without asking, as well as the various concerns over the frictionless sharing of social readers and apps like Spotify.

In fact, the first major privacy battle Facebook had to fight was over this type of issue, though in hindsight it demonstrates nothing so much as how much more comfortable we've become about sharing online. In September 2006, Facebook activated the News Feed, a feature now associated with the company more than anything other than, perhaps, the "like" button. But at the time, the idea of aggregating all this information – publicly available, but never before displayed in one place – was enough to spark user rebellion.

In what has become typical for Facebook, the company bet the business on people getting used to the new rules of the game. And they did, just like they did with the changed default privacy settings, the creation and promulgation of "@facebook.com" email addresses, and the aforementioned Places feature.

But three recent moves by Facebook suggest that the company may be changing its attitude, both voluntarily and as a forced reaction to circumstances.

The first is the deletion of facial recognition data, as well as the other changes mandated by the DPC. Facebook has always dealt quite well with user discontent – if only by successfully ignoring it – but when the law gets involved, it can be forced to backtrack far further than it normally would. It also means that it can be held to account for infractions of privacy which the average user simply won't notice.

Not many of us realised Facebook was even tracking search data, putting together a profile of us which we can't see, and few would have cared even if we did. But the DPC, like other information commissioners worldwide, has the authority and remit to ensure that data is collected with permission, and not retained indefinitely. Facebook knows it will face these problems with greater regularity as other nations step up to their responsibility to protect their users, and that will surely change its attitude.

The second is that Facebook itself has been backtracking from frictionless sharing, which had the potential to be one of the biggest clashes between it and its users. Andy Mitchell, Facebook's Manager of Media Partnerships, said last month that the company was moving away from it because user feedback wasn't good. This isn't just an issue with people being displeased that what they thought was private was in fact public – although that has happened as well.

For Facebook, the bigger issue is that the results of frictionless sharing just aren't particularly interesting. Sure, Facebook would like to know every news story you read, or every song you play, because it helps them build up a formidable picture of you to sell to advertisers. The problem is that social media is only interesting to anyone else if it allows people to present a curated vision of themselves. Nobody cares about the full list of songs you've played, but they may want to hear the one which is your absolute favourite at the moment. If Mitchell is to be believed, Facebook has come around to this way of thinking. The privacy benefits for users should be obvious.

The third change by Facebook is perhaps the most important. It is that the company is demonstrating a growing awareness that advertisement income alone cannot help the company achieve the goals its shareholders have set for it. It's tricky to estimate a price/earnings ratio for Facebook, since it hasn't released any results since it went public, but Business Insider estimate it's around 32. That means that you would need to hold Facebook stock for thirty-two years for it to make profit equivalent to the amount of capital you've provided them – or, more accurately, it means that the majority of Facebook's shareholders expect it to start making more money.

The problem is that Facebook's previous earnings growth has come largely from user growth. But with over a billion users, it starts to get very tricky to get any growth – the size of the planet is a constraining factor. As a result, Facebook needs to get more money per user.

One way to do this is, of course, to make ad space more valuable to advertisers, and that's what all of the company's social profiling is aimed at; but that's unlikely to be enough. For perhaps the best hint of the future, look to Facebook's recent launch of Facebook Gifts. The tagline is "Real moments. Real gifts." But perhaps the phrase "Real money" should be added there, because that's what is really important. Facebook wants you to spend real money buying gifts for friends through them – and then, of course, take a cut of the transaction that follows.

A Facebook which makes money from the services it provides, rather that providing services as a sidebar to its real business of selling your data to advertisers, is a company which has a vastly longer half-life. I hope they know that too.

The facebook hompage in 2005. Photograph: Wikimedia Commons

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Doing a Radiohead: how to disappear online

The band has performed an online Houdini in advance of its ninth album – but it’s harder than it looks. 

At the beginning of May, the band Radiohead’s web presence – well, its Twitter, Facebook, and website, at least – went offline.

Lead singer Thom Yorke has repeatedly criticised streaming, and the future of online music in general, and it's clear that his opinion fed into this month's decision to reject social media in favour of sending individual cards to the band's fans in the post. 

However, it’s also a clever publicity stunt in the run up to the rumoured release of the band's ninth album, since it plays into a growing paranoia around the lives we live online, and quite how permanent they are. In reality, though, Radiohead has done a pretty terrible job of disappearing from the internet. Its Facebook and Twitter accounts still exist, and widely available caching services actually mean you can still see Radiohead.com if you so wish. 

These are the steps you’d need to take to really disappear from the internet (and never be found).

Delete your acccounts

Radiohead may have deleted its posts on Facebook and Twitter, but its accounts – and, therefore user data – still exist on the sites. If this was a serious move away from an online presence, as opposed to a stunt, you’d want to delete your account entirely.

The site justdelete.me rates sites according to how easy they make it to delete your data. If you only hold accounts with “easy” rated sites, like Airbnb, Goodreads and Google, you’ll be able to delete your account through what justdelete.me calls a “simple process”. JustDelete.me also links you directly to the (sometimes difficult-to-find) account deletion pages.

Failing that, delete what you can

If, however, you’re a member of sites that don’t allow you to delete your account like Blogger, Couchsurfing or Wordpress, you may be stuck with your account for good. However, you should at least be able to delete posts and any biographical information on your profile.

If this bothers you, but you want to create an account with these sites, Justdelete.me also offers a “fake identity generator” which spits out fake names and other details to use in the signup process.

Go to Google

Search results are the hardest thing to erase, especially if they’re on sites which published your details without your permission. However, thanks to the European Commission “Right to be forgotten” ruling in 2014, you can now ask that certain search results be deleted using this online form.  

Ditch your smartphone

Smartphones tend to track your location and communicate with app and web servers constantly. For true privacy, you’d want to either disconnect your phone from all accounts (including iCloud or Google) or else get a basic phone which does not connect to the internet.

Give out your passwords

The artist Mark Farid decided in October 2015 to live without a digital footprint until April 2016, but was aghast when he realised quite how often our data is collected by our devices. As a result, he decided to live without bank accounts, use a phone without internet connectivity, and use an unregistered Oyster.

When I saw him speak at an event just before his off-grid experiment was due to begin, he announced that he would also be handing out the passwords to all his online accounts to the public. The kind of “bad data” which randomly hacked accounts would show would actually make him less traceable than a radio silence – a bit like how words written over other words mask them more than simply erasing them or scribbling on them would.

Accept that it probably won’t work

Even if you managed all this, the likelihood is that some of your daily activities would still leave a trace online. Most jobs require internet activity, if not an internet presence. Bank accounts are, let's face it, fairly necessary. And even Radiohead will, I’m willing to bet, reappear on the internet soon after their album arrives.

Barbara Speed is a technology and digital culture writer at the New Statesman and a staff writer at CityMetric.