A2 Policy Primer NET303 Curtin University Facebook Messenger Terms of Service

1. Facebook Messenger
“Instantly connect with the people in your life.
Messenger is free, fast, and secure.”
Policy Primer
NET303
Laura Murphy
iTunes App Store, 2017.
Facebook, 2016a.

2. Changing forms of Facebook
2004 Birth of The Facebook
2006 Facebook becomes public & anyone can join
Dec 2006 12 million active users
Dec 2007 58 million active users
2008 Facebook Chat launched
2009 New homepage & like button are implemented
2010 500 million active users
2011 Timeline is introduced
2012 1 billion active users
2016 Reactions launched globally
Facebook, 2017.

3. While the Facebook Messenger app had been available for download from
2011, in 2014 Facebook made installation mandatory to avail of the private
messaging service.
A backlash began as users started to panic about surveillance and privacy
issues following articles with incorrect information being published.
Stories alluded that installing Messenger would allow spying practices and
record all conversations.
Warren, 2014.
The Issue

4. Mark Zuckerberg addressed the rumours;
“The primary purpose of the Facebook app is News Feed. Messaging was this
behaviour people were doing more and more. 10 billion messages are sent per
day, but in order to get to it you had to wait for the app to load and go to a
separate tab. We saw that the top messaging apps people were using were
their own app. These apps that are fast and just focused on messaging.”
However, this reasoning did not suffice and some believed the real reason was
so Facebook would have another access point to users information or data.
Hamburger, 2014.
Gibbs, 2014.

5. Users data
Most applications and websites collect various forms of data such as:
• Cookies – login or registration identification, users preferences, online shopping
cart content
• Cross-device tracking – linking users activity between different devices
• Location information – tracking and storing users locations
Encryption has become a form of user controlled censorship however it does not
hide phone logs or click streams.
Anything that is stored or utilised by a platform or application should be outlined
and made accessible to the viewer in a Terms of Service or Data Policy.
Privacy Rights Clearinghouse, 2017.
Lessig, 1998.
Furnell & Phippen, 2012.

6. The speculation centered around Messenger’s Terms of Services, although there
was little variance between Facebook and Messenger terms.
What users found hard to grasp was that they had previously overlooked
Facebook’s terms and services. Messenger is no more intrusive than the main
Facebook app or other similar applications.
Terms of Service and Terms of Use are legally binding agreements that are
between platform and the person creating an account when they tick or select
the “Accept” button.
People not reading policies is not an issue exclusive to Facebook. Terms of
Service are generally hyperlinked within the text and not overtly obvious.
Many users admit to rarely consuming or understanding any social network
policies.
Associated Press, 2014.
Furnell & Phippen, 2012.
Terms of Services

7. Privacy
The Messenger backlash was founded on users fearing an invasion of privacy.
Multiple perceptions of privacy litter scholarly papers, though there is no
collectively accepted definition.
Marwick and boyd (2014) believe that privacy is fundamentally contextual; the
meaning is dependent on each situation.
Privacy in an online context is dubious as obtaining users data is a default
practice in the architecture of cyberspace.
On social networking sites users are generally unaware how much identifiable
information and data they offer to the online world which can be used or sold.
Introna, 1997.
Marwick & boyd, 2014.
Lessig, 1998.
Goettke & Christina, 2007

8. Users were unaware that they had previously accepted the Facebook terms of
service which include:
2. Sharing Your Content and Information
2.3 When you use an application, the application may ask for your permission to
access your content and information as well as content and information that others
have shared with you. We require applications to respect your privacy, and your
agreement with that application will control how the application can use, store, and
transfer that content and information.
6. Mobile and Other Devices
6. 3. You provide consent and all rights necessary to enable users to sync (including
through an application) their devices with any information that is visible to them on
Facebook.
12. Special Provisions Applicable to Software
12.1 If you download or use our software, such as a stand-alone software product,
an app, or a browser plugin, you agree that from time to time, the software may
download and install upgrades, updates and additional features from us in order to
improve, enhance, and further develop the software.
By using or accessing Facebook Services, you agree that we can collect and use such
content and information in accordance with the Data Policy as amended from time to time.
Facebook, 2015.

9. Facebook’s Data Policy outlines the data they collect and use:
The operating system
Hardware version
Device settings
File and software names and types
battery and signal strength
Device identifiers.
Device locations, including specific geographic locations, such as through GPS, Bluetooth,
or WiFi signals.
Mobile operator or ISP,
Browser type
Language and time zone
Mobile phone number
IP address.
While it may read like a lot, these are commonly accessed by many platforms.
If a user has concern about a platforms data policy it is advisable they revise all
previously accepted Terms of Service.
Facebook, 2016b.

10. Messenger-gate Lessons
It may not have been an explicit goal but following the backlash of Facebook
Messenger’s mandatory install, Mr Zuckerberg has elevated users interests
regarding their privacy online.
Points to consider:
• Internet users should attempt to read and understand all policies before they
agree or accept.
• Users should be aware that they are responsible for the management of their
personal privacy.
• It would be beneficial for social networks to provide less verbose and jargon
infused terms of services for the public to follow.
Marwick & boyd, 2014.

11. Facebook
While Facebook users were initially against the installation of Messenger, it has
not caused any lasting impact to the social network.
Facebook Messenger had 1000 million active users in 2016
and
Facebook was the most popular networking site in 2016 with
1712 million active users
The implication on the publics perception of online privacy regarding apps and
social networks is an essential lesson and should be remembered in future when
deciding between “Accept” or “Decline”.
Kuss & Griffiths, 2017.

12. References
Associated Press. (2014, August 11). 5 Myths about Facebook’s Messenger app. New York Times, Retrieved from
http://nypost.com/2014/08/11/5-myths-about-facebooks-messenger-app/
Facebook. (2015). Terms of Service: Statement of Rights and Responsibilities. Retrieved from
https://www.facebook.com/legal/terms/update
Facebook. (2016a). Brand Resources. Retrieved from https://en.facebookbrand.com/guidelines/brand 1/7
Facebook. (2016b). Data Policy. Retrieved from https://www.facebook.com/full_data_use_policy
Facebook. (2017). Our History. Retrieved from https://newsroom.fb.com/company-info/
Furnell, S. and Phippen, A. (2012). Online privacy: a matter of policy? Computer Fraud & Security, 12-18.
Retrieved from:
Gibbs, Samuel. (2016, June 6). Why is Facebook trying to force you to use its Messenger app? The Guardian,
retrieved from
https://www.theguardian.com/technology/2016/jun/06/facebook-forcing- messenger-app-explainer
Goettke, R., & Christiana, J. (2007). Privacy and Online Social Networking Websites. Computer Science 199r:
Special Topics in Computer Science Computation and Society: Privacy and Technology. Available:
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.92.1380&rep=rep 1&type=pdf
Hamburger, E. (2014, November 6). Mark Zuckerberg finally explains why he forced you to download the
standalone Messenger app. The Verge. Retrieved from
https://www.theverge.com/2014/11/6/7170791/mark-zuckerberg-finally-explains-why-he-forced-you-to-
download-the

13. Introna, L. D. (1997). Privacy and the computer: why we need privacy in the information society. Metaphilosophy,
28(3), 259-275. Available from the Curtin Library Database
iTunes App Store. (2017). Messenger by Facebook, Inc. Retrieved from
https://itunes.apple.com/us/app/messenger/id454638411?mt=8
Kuss, D. J. and Griffiths, M. D. (2017). Social Networking Sites and Addiction: Ten Lessons Learned. International
Journal of Environmental Research and Public Health, 14, 1-17. doi:10.3390/ijerph14030311
Lessig, L. (1998). The Architecture of Privacy. Available:
https://cyber.harvard.edu/works/les sig/architecture_priv.pdf
Marwick, A. E., & boyd, d. (2014). Networked privacy: How teenagers negotiate context in social media. New media
& society, 16(7), 1051-1067. Available:
http://nms.sagepub.com.dbgw.lis.curtin.edu.au/content/16/7/1051
Privacy Rights Clearinghouse. (2017). Privacy and the Internet: Travelling in Cyberspace Safely. Retrieved from
https://www.privacyrights.org/consumer-guides/online-privacy-using-internet-safely
Warren, C. (2014, August 14). Don’t freak out about the Facebook Messenger App. Mashable. Retrieved from
http://mashable.com/2014/08/11/stop-freaking-out-about-facebook-messenger-app-
permissions/#bfeg4xC9iqqh