Guardian, The

Social media platforms are using the same techniques as gambling firms to create psychological dependencies and ingrain their products in the lives of their users, experts warn. These methods are so effective they can activate similar mechanisms as cocaine in the brain, create psychological cravings and even invoke “phantom calls and notifications” where users sense the buzz of a smartphone, even when it isn’t really there.

Facebook’s failure to compel Cambridge Analytica to delete all traces of data from its servers – including any “derivatives” – enabled the company to retain predictive models derived from millions of social media profiles throughout the US presidential election, the Guardian can reveal. Leaked emails reveal that when Cambridge Analytica told Facebook almost a year before the election that it had deleted data harvested from tens of millions of Facebook users, it stopped short of agreeing to also erase derivatives of the data.