Facebook’s CEO apologized for the Cambridge Analytica scandal with ads in multiple U.S. and British newspapers Sunday, saying the social media platform doesn’t deserve to hold personal information if it can’t protect it. The ad, signed by Mark Zuckerberg, said a quiz app built by a Cambridge University researcher leaked Facebook data of millions of people four years ago. “This was a breach of trust, and I’m sorry we didn’t do more at the time. We’re now taking steps to make sure this doesn’t happen again,” the ads said. Facebook’s privacy practices have come under fire after Cambridge Analytica, a political consulting firm affiliated with President Donald Trump’s 2016 election campaign, got data inappropriately. The firm is alleged to have created psychological profiles to influence how people vote or even think about politics and society. Facebook’s stock value has dropped more than $70 billion since the revelations were first published.
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