In early 2018, the Cambridge Analytica scandal exposed the unauthorised collection of Facebook user data for political manipulation. A UK firm obtained information from millions via a personality quiz app, extending its reach to users' friends without consent. This data was reportedly used to create voter profiles and target them with specific political adverts, notably during the 2016 US election and the Brexit vote. The incident triggered widespread condemnation, raising serious concerns about Facebook's data security practices. Consequently, regulators and policymakers demanded increased transparency and more robust data protection laws. The affair ignited broader conversations regarding data ethics, the influence of social media, and the necessity for tighter regulation of online political advertising.

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