Alessandro Acquisti, professor, Carnegie Mellon University.

Rohit S, an airline pilot, had enough of Facebook . With over 1,000 friends and part of at least a dozen groups on subjects ranging from planes to politics, the 34-year-old found himself constantly checking his phone for updates and plunging headlong into increasingly noisy debates, where he had little personal connect.While he had originally signed up with Facebook a decade ago to reconnect with school classmates, he found himself more and more disconnected from the sprawl the social network had become. “It was a mess of impersonal shares, unverified half-truths and barely any personal updates,” he says, a week after permanently logging out. “I’d rather reconnect the old-fashioned way.”This kind of user disenchantment has become increasingly common among Facebook users. Many like Rohit, who signed up with more altruistic aims, find themselves distanced by how the social networking platform has evolved.All through 2018, Facebook and its embattled cofounder, Mark Zuckerberg, have found themselves battling one fire after another. Starting with the mess involving Cambridge Analytica and ending with the document dump unearthed by UK’s Parliament this week (that showed the firm as a cut-throat corporation at best), this has been a year to forget. “Unfortunately, Facebook cannot be trusted with the privacy of its users’ data,” says Alessandro Acquisti, professor, Carnegie Mellon University . “Time and again, Facebook has shown a cavalier attitude towards the handling of users’ data as well as towards informing users clearly and without deception about the actual extent of Facebook’s data collection and handling policies.”This perception has caused problems with Facebook, both around the world and at home, with privacy advocates pushing for stronger monitoring to counter the seeming free reign enjoyed by the platform.Mishi Choudhary, legal director of Software Freedom Law Center in the US and Mishi Choudhary and Associates, a New Delhi-law firm, says the pay-for-data model necessitates a stronger data protection regime that doesn’t leave users at the mercy of self-governing corporate entities.“The contrast between Facebook’s public statements and private strategies to monetise user data reveals the truth of surveillance capitalism carried out stealthily and steadily,” she says.In an election year in India, this could cause problems for Facebook.The company has already tried to clean up its act, implementing more transparent political advertising norms and looking to clean up fake news claims (on itself and WhatsApp , the messaging platform it owns) to try to win back user trust. Facebook has also launched video monetisation capabilities and Lasso, a short video offering similar to Tik Tok , the Chinese startup that has been massively popular here. The company, that has over 250 million users in India, plans to train five million people on digital technologies in three years, to try to increase awareness.Facebook didn’t respond to an email seeking more specific comments for this piece.In a country where privacy legislation is yet in the works, experts are worried about the overt and covert interest in users’ private data. Hundreds of millions of users here, many unwittingly, accepting user terms and giving apps too many permissions could easily give away confidential information, the experts argue. This is especially so in the case of Android users in the country, who access the web on cheap handsets and don’t have a full understanding of what they sign up for. “Very few people know about the origin or provenance of apps that they download or what data they track or phone features that they access,” says Shiv Putcha, founder and principal analyst, Mandala Insights, a telecom consultancy. “These are all potential security breaches of a massive order.”This situation has privacy advocates closely watching Facebook and pushing for more stringent rules to monitor the company. "The criticality of human rights impact assessment for all products and services by companies like Facebook is underscored," says Elonnai Hickok, from the Centre for Internet and Society, a think tank in Bengaluru. "To build user trust, these assessments should be made public."As India finalises its privacy legislation, it is important to ensure that such assessments are undertaken according to law, citizens and their rights are upheld and companies are held accountable. "This also demonstrates that India needs a privacy legislation that allows the government to address a situation if data of Indian citizens is impacted."