firm Cambridge Analytica, improperly accessed, manipulated, and retained the data of over 50 million Facebook users. The data was collected through an app called "thisisyourdigitallife," which was presented as a personality quiz for research purposes. While about 270,000 people downloaded the app and consented to have their data collected, the app also collected information from all of their Facebook friends without their knowledge or consent. Cambridge Analytica used this data to build psychological profiles of users and their friends, which were then used for targeted political advertising during the 2016 U.S. Presidential election and the Brexit referendum. https://recode.health/2018/04/02/cambridge-analytica-scandal- research-ethics-call-action/ 16 Trust & Transparency Cambridge Analytica