Cambridge Analytica’s methods used by both parties, Faso says
HYDE PARK, N.Y. » U.S. Rep. John Faso contends use of Cambridge Analytica for data-driven political advertising and marketing has been proven to be helpful to campaigns, but warns of the misuse of illegally obtained personal information.
The comments were made during an interview Friday. Faso said he was not concerned by the recent report by the British publication The Observer that found Cambridge Analytica used Facebook users’ profiles to guide the 2016 presidential campaign of Donald Trump.
“Obviously if someone were illegally using information it’s clearly wrong and it should be dealt with,” Faso said. “But I think what is really necessary is for us to recognize the use of what many consumers think is private information is actually broadly being used by commercial advertisers and other interests to influence purchasing decisions (and) influence political decisions.”
Officials have not determined whether harvesting personal information was done illegally, but statements from Facebook contend Cambridge Analytica broke agreement terms for use of data.
Cambridge Analytica is partly owned by Robert Mercer, who has invested in Faso’s congressional campaigns. The election financing watchdog group OpenSecrets reported that Mercer made $915,268 in contributions toward defeating Faso primary challenger Andrew Heaney in 2016, while federal election records show Mercer and his wife, Diana Mercer, combined for $10,800 in direct contributions to Faso’s campaign this year for re-election.
Faso, R-Kinderhook, who is running for a second twoyear term in New York’s 19th Congressional District this fall, said information used for microtargeting of audiences has been part of winning efforts during the past several presidential elections. He noted that a book by journalist Sasha Issenberg credits former President Barack Obama with perfecting the use of popular social media platforms.
“The ‘Victory Lab’ documented how the Obama campaign used Facebook information in ’12,” he said, “so I think this is a growing phenomenon.”
Information obtained by Cambridge Analytica was used to determine where money should be spent for political action committee advertising. A statement on the company’s website did not address Facebook’s terms of use, but acknowledges the information was used for marketing.
“We also relied on the audience segments that Facebook and other online platforms make available to all advertisers,” company officials wrote. “These are based on interests and demographics, to help serve the most relevant ads to the most relevant people. Our digital marketing used core campaign messages with ‘paid for by’ disclaimers to persuade voters to vote, increase turnout among supporters, and boost volunteer numbers and donations. In the case of Facebook and Twitter ads, these were clearly linked to the official Trump presidential campaign Facebook and Twitter accounts.”
Use of the Cambridge Analytica data also touches Faso through former U.N. Ambassador John Bolton, who has given $10,000 to the congressman’s 2018 campaign. Bolton was reported to have hired the firm in 2014 to conduct “pyschographic” profiling for conservative candidates who ultimately won based on alleged data obtained through Facebook profiles.
Asked if it Cambridge Analytica controversy would affect him personally, Faso said, “No, I have many, many campaign contributors.”