Facebook’s study crosses an ethical line

[Commentary] Facebook’s study on emotional contagion may not have broken laws, but it has exposed the unfettered power of big data companies grounded in opaque user policies.

Unlike typical A/B testing, Facebook tried to directly influence emotions, not behaviors. Its purpose was not to improve user experience but rather to publish a study. President Obama’s 2012 proposal for a “Consumer Privacy Bill of Rights” and the 2014 “Big Data” report have failed to produce much progress on transparency. This Facebook study should prompt a resumption of debate in and out of government on how to manage big-data practices.