Last week, after what felt like months (or even years) of an increasingly chilling news narrative—after allegations of lying to Congress, data breaches, civil-rights abuses, hiring an opposition-research firm to smear George Soros, and pillaging millions of people’s personal data—Facebook decided to rebrand itself as a company that cares about users and privacy. What better place to do this, pray tell, than a family-friendly holiday market in New York City’s Bryant Park? There, amid the ice-skating classes and children drinking hot chocolate and elegant London plane trees, Facebook set up a booth filled with employees who could help answer questions about its privacy policies. Carolyn Everson, Facebook’s vice president of global marketing solutions, said it was merely an opportunity to show just how much the company cares. “We care deeply, as deep as a company can care, about privacy,” she told Digiday. “It’s the foundation of our company, and we want people to know that we care.”

A week later, however, Facebook returned to the news, this time for more atrocious privacy violations. The week began with two scathing reports from the Senate Intelligence Committee, which described Russian agents utilizing social media against Americans like a weapon of mass destruction. According to the reports, Google, Twitter, Facebook, and Instagram may have willingly misrepresented to Congress how much Russia really used their platforms to subvert the election. In some instances, the companies allegedly did not hand over to Congress all the relevant data on the Russian activity. “Regrettably, it appears that the platforms may have misrepresented or evaded in some of their statements to Congress,” one of the reports said.

No wonder Facebook was reticent. Among other startling details, one of the reports found that the Internet Research Agency, the Russian troll farm tasked with disrupting the 2016 election, created 30 Facebook pages that specifically targeted African-American audiences, amassing 1.2 million followers. Soon after the news broke, the N.A.A.C.P. urged people to take a week-long break from Facebook and Instagram. According to one of the Senate reports, the I.R.A. disseminated 116,205 Instagram posts, racking up 187 million engagements and 4 million comments. A sizable portion of the U.S. population was “liking” and sharing Russian propaganda, without having a clue.

Then, on Tuesday, The New York Times published another scathing report, finding that Facebook had been offering a backdoor into user privacy for some of the largest tech companies on the planet. “Facebook allowed Microsoft’s Bing search engine to see the names of virtually all Facebook users’ friends without consent, the records show, and gave Netflix and Spotify the ability to read Facebook users’ private messages,” the Times wrote. “The social network permitted Amazon to obtain users’ names and contact information through their friends, and it let Yahoo view streams of friends’ posts as recently as this summer, despite public statements that it had stopped that type of sharing years earlier.”

Facebook downplayed the reports, stating that its data practices did not violate its 2011 consent decree with the Federal Trade Commission, and the company also denied that it gave any private information to other companies without the consent of users. (Though Netflix and Spotify were given access to Facebook users’ private messages, Netflix said it did not ask for or use such information, while Spotify said it was unaware of the ability.) But that’s a lawyerly response, not one that reflects any moral leadership. Once again, Facebook doesn’t sound like a company that cares deeply about the privacy of its more than 2 billion users. It doesn’t even sound like a company that cares if it gets caught.