Facebook Removes Users’ Option to Opt out of Graph Search Results

If users felt unsettled as they read about Facebook Graph Search and thought about how it might infringe on their privacy, they now have a tangible reason to complain: Quartz notes that on Dec. 11, 2012, Facebook updated its privacy policy, adding this new section:

“When you hide things on your timeline, like posts or connections, it means those things will not appear on your timeline. But, remember, anyone in the audience of those posts or who can see a connection may still see it elsewhere, like on someone else’s timeline or in search results. You can also delete or change the audience of content you post.”

In other words, Facebook users will no longer be able to opt out of search results.

While this would certainly help Graph Search results, it could make for another occasion for the FTC to get involved. Back in November 2011, Facebook settled with the FTC on charges that the social network “deceived consumers by telling them they could keep their information on Facebook private, and then repeatedly allowing it to be shared and made public.” As part of the settlement, Facebook agreed to have its privacy practices audited for the next 20 years, with each consequent violation carrying a civil penalty of up to $16,000.

Clearly, Facebook hasn’t taken the approach of recently acquired company Instagram, which endured and responded to a very public outrage over proposed changes to its terms of service. Marketers would be wise to monitor this situation closely and remember the sensitivity of the new playing field they’ll soon have access to.

Let the always-ironic indignation conveyed via Facebook status updates begin.