FILE - In this July 30, 2019, file photo, the social media application, Facebook is displayed on Apple’s App Store. Facebook is launching a long-promised tool that lets users block the social network from gathering information about them on outside websites and apps. Facebook said Tuesday, Aug. 20, that it is adding a place where users can see the activity that Facebook tracks outside its service. If they want, they can turn it off. (AP Photo/Amr Alfiky)

VIDEO: Facebook rolls out tool to block off-Facebook data gathering

CEO Mark Zuckerberg announced the “clear history” feature more than a year ago

Soon, you could get fewer familiar ads following you around the internet — or at least on Facebook.

Facebook is launching a long-promised tool that lets you limit what the social network can gather about you on outside websites and apps.

The company said Tuesday that it is adding a section where you can see the activity that Facebook tracks outside its service via its “like” buttons and other means. You can choose to turn off the tracking; otherwise, tracking will continue the same way it has been.

Formerly known as “clear history,” the tool will now go by the slightly clunkier moniker “off-Facebook activity.” The feature launches in South Korea, Ireland and Spain on Tuesday, consistent with Facebook’s tendency to launch features in smaller markets first. The company did not give a timeline for when it might expand it to the U.S. and other countries, only that it will be in “coming months.”

What you do off Facebook is among the many pieces of information that Facebook uses to target ads to people. Blocking the tracking could mean fewer ads that seem familiar — for example, for a pair of shoes you decided not to buy, or a non-profit you donated money to. But it won’t change the actual number of ads you’ll see on Facebook. Nor will it change how your actions on Facebook are used to show you ads.

Even if you turn off tracking, Facebook will still gather data on your off-Facebook activities. It will simply disconnect those activities from your Facebook profile. Facebook says businesses won’t know you clicked on their ad — but they’ll know that someone did. So Facebook can still tell advertisers how well their ads are performing.

Jasmine Enberg, social media analyst at research firm eMarketer, said the tool is part of Facebook’s efforts to be clearer to users on how it tracks them and likely “an effort to stay one step ahead of regulators, in the U.S. and abroad.”

Facebook faces increasing governmental scrutiny over its privacy practices, including a record $5 billion fine from the U.S. Federal Trade Commission for mishandling user data. Boosting its privacy protections could help the company pre-empt regulation and further punishment. But it’s a delicate dance, as Facebook still depends on highly targeted advertising for nearly all of its revenue.

CEO Mark Zuckerberg announced the “clear history” feature more than a year ago. The company said building it has been a complicated technical process, which is also the reason for the slow, gradual rollout. Facebook said it sought input from users, privacy experts and policymakers along the way, which led to some changes. For instance, users will be able to disconnect their activity from a specific websites or apps, or reconnect to a specific site while keeping other future tracking turned off.

You’ll be able to access the feature by going to your Facebook settings and scrolling down to “your Facebook information.” The “off-Facebook activity” section will be there when it launches.

The tool will let you delete your past browsing history from Facebook and prevent it from keeping track of your future clicks, taps and website visits going forward. Doing so means that Facebook won’t use information gleaned from apps and websites to target ads to you on Facebook, Instagram and Messenger. It also won’t use such information to show you posts that Facebook thinks you might like based on your offsite activity, such as news articles shared by your friends.

Stephanie Max, product manager at Facebook, said the company believes the tool could affect revenue, though she didn’t say how much. But she said giving people “transparency and control” is important.

Enberg, the eMarketer analyst, said the ultimate impact “depends on consumer adoption. It takes a proactive step for consumers to go into their Facebook settings and turn on the feature.”

People who say they value privacy often don’t actually do anything about it, she said, so it’s possible too few people will use this tool to have a meaningful effect on Facebook’s bottom line.

READ MORE: Facebook cracks down on groups spreading harmful information

Barbara Ortutay, The Associated Press


Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Helping others, especially those struggling with mental health issues, keeps MOD Pizza owner Jim Hayden cooking. (RIck Stiebel/News Staff)
A 1900s writing box found in Greater Victoria contained ink, photos and a letter addressed to Clara McCaubry dated October 14, 1898. (Photo courtesy Suzanne Hervieux)
Mysterious 1900s writing box finds a home among Saanich Archives

Wooden chest owned by early Saanich resident Clara Isabelle McCaubry

(Black Press Media file photo)
Spooky online class cooks up funds for Greater Victoria Imagination Library

United Way Greater Victoria offers how-to for witch cookies, tasty coffin as fundraiser

Murray Rankin has announced he will seek the nomination for the Oak Bay Gordon Head riding in the 2021 provincial election (which could happen in the fall of 2020). The former Minister of Parliament for the Victoria riding from 2012 to 2019.
(MurrayRankin.com)
New Oak Bay-Gordon Head MLA Murray Rankin says he will use his federal connections

Rankin said being part of NDP majority government gives him a strong voice

NDP Leader John Horgan celebrates his election win in the British Columbia provincial election in downtown Vancouver, B.C., Saturday, Oct. 24, 2020. THE CANADIAN PRESS/Jonathan Hayward
Horgan celebrates projected majority NDP government, but no deadline for $1,000 deposit

Premier-elect says majority government will allow him to tackle issues across all of B.C.

FILE – Prime Minister Justin Trudeau greets Premier John Horgan during a press conference at the BC Transit corporate office following an announcement about new investments to improve transit for citizens in the province while in Victoria on Thursday, July 18, 2019. THE CANADIAN PRESS/Chad Hipolito
Trudeau congratulates Horgan on NDP’s election victory in British Columbia

Final count won’t be available for three weeks due to the record number of 525,000 ballots cast by mail

Comedic actor Seth Rogen, right, and business partner Evan Goldberg pose in this undated handout photo. When actor Seth Rogen was growing up and smoking cannabis in Vancouver, he recalls there was a constant cloud of shame around the substance that still lingers. Rogen is determined to change that. (Maarten de Boer ohoto)
Seth Rogen talks about fighting cannabis stigma, why pot should be as accepted as beer

‘I smoke weed all day and every day and have for 20 years’

NDP Leader John Horgan elbow bumps NDP candidate Coquitlam-Burke Mountain candidate Fin Donnelly following a seniors round table in Coquitlam, B.C., Tuesday, October 20, 2020. THE CANADIAN PRESS/Jonathan Hayward
Horgan, NDP head for majority in B.C. election results

Record number of mail-in ballots may shift results

The Canadian border is pictured at the Peace Arch Canada/USA border crossing in Surrey, B.C. Friday, March 20, 2020. More than 4.6 million people have arrived in Canada since the border closed last March and fewer than one-quarter of them were ordered to quarantine while the rest were deemed “essential” and exempted from quarantining. THE CANADIAN PRESS/Jonathan Hayward
Majority of international travellers since March deemed ‘essential’, avoid quarantine

As of Oct. 20, 3.5 million travellers had been deemed essential, and another 1.1 million were considered non-essential

Canada’s Chief Public Health Officer Theresa Tam responds to a question during a news conference Friday October 23, 2020 in Ottawa. Canada’s top physician says she fears the number of COVID-19 hospitalizations and deaths may increase in the coming weeks as the second wave continues to drive the death toll toward 10,000. THE CANADIAN PRESS/Adrian Wyld
Canada’s top doctor warns severe illness likely to rise, trailing spike in COVID-19 cases

Average daily deaths from virus reached 23 over the past seven days, up from six deaths six weeks ago

100 Mile Conservation officer Joel Kline gingerly holds an injured but very much alive bald eagle after extracting him from a motorist’s minivan. (Photo submitted)
B.C. driver thought he retrieved a dead bald eagle – until it came to life in his backseat

The driver believed the bird to be dead and not unconscious as it turned out to be

White Rock RCMP Staff Sgt. Kale Pauls has released a report on mental health and policing in the city. (File photos)
White Rock’s top cop wants to bill local health authority for lengthy mental-health calls

‘Suggestion’ included in nine-page review calling for ‘robust’ support for healthcare-led response

A Le Chateau retail store is shown in Montreal on Wednesday July 13, 2016. Le Chateau Inc. says it is seeking court protection from creditors under the Companies’ Creditors Arrangement Act to allow it to liquidate its assets and wind down its operations.THE CANADIAN PRESS/Ryan Remiorz
Clothing retailer Le Chateau plans to close its doors, files for CCAA protection

Le Chateau said it intends to remain fully operational as it liquidates its 123 stores

Most Read