Cambridge Analytica, the firm involved in a row over its use of Facebook data, has suspended its chief Alexander Nix.
The chief executive’s comments, secretly recorded by Channel 4 News, “they do not represent the values or the operations of the firm,” he said.
In the images, Mr Nix appeared to suggest the tactics your company could use to discredit the politicians in line.
However, Cambridge Analytica said that the report had “grossly misrepresented” the conversations captured by the camera.
The London-based firm, along with the social network, is under scrutiny following claims by a whistleblower, Christopher Wylie, who worked with Cambridge Analytica.
He claims to have accumulated large amounts of data through a personality test on Facebook called This is Your Life Digital.
States that 270,000 people took the test, but the data of some 50 million people, mainly in the US, and was harvested without your express consent through their friend networks.
Mr Wylie says that the data was sold to Cambridge Analytica, which is then used to psychologically profile people and deliver pro-Trump material for them, with the aim of influencing the outcome of the presidential elections of 2016.
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Facebook has said the data have been obtained legitimately, but Cambridge Analytica failed to remove it when subsequently ordered to do so.
For its part, Cambridge Analytica says it has deleted the data when Facebook said.
Facebook said Tuesday that the company was “outraged we were deceived.”
“We are committed to vigorously enforcing our policies to protect the people of the information and shall take all measures that are required for this to happen”, he added.
The company will send representatives to Washington on Wednesday to answer questions before the US Congress.The campaign work
The filming for the Channel 4 News that aired on Tuesday, showed Mr. Nix alleging that his firm had run, Mr Trump digital campaign.
He said that the work that the company did, including the research, analysis and directed the campaign, allowed the Republican candidate to win with a narrow margin of “40,000 votes” in three states.
“We did all the studies, all data, all data, all of the guidance, it ran the entire digital campaign, the television campaign and our data reported to the strategy”, he added.
A statement from Cambridge Analytica’s board of directors, said Mr Nix had been suspended with “immediate effect, pending a full independent investigation”.
He added: “In the opinion of the board, Mr. Nix’s recent comments secretly recorded by Channel 4 and other allegations do not represent the values or operations of the company and of its suspension reflects the seriousness with which we view this violation.”
The signature of the chief data officer, Dr. Alexander Tayler – which was also filmed discussing the strategy of the campaign for Mr. Trump – will serve as interim CEO.’Send some of the girls
The secret report that was shown on Monday saw Mr Nix describe how you could target individuals.
He said that a form of “offer a deal too good to be true, and make sure that the video is recorded”.
He also said that he could “send some of the girls around the candidate of the house…”, adding that Ukrainian girls “they are very beautiful, it seems to me that works very well.”
Mr Nix continued: “I’m just giving examples of what can be done and what has been done.”
The director-general of Cambridge Analytica political division, Mark Turnbull, was also shown saying that the company could create proxy organizations to spread negative material about the candidate of the opposition in line without being tracked.
On Monday, Cambridge Analytica said that the executives had “considered a series of absurd hypothetical situations,” in order to “play along with this line of conversation, and in part to protect our “client” of shame”.
And Mr Nix told the BBC’s Newsnight programme he felt that the company had been “deliberately caught”.
Now there have been calls for an investigation into the work of Cambridge Analytica carried out during the 2013 elections in Kenya.
Before, a parliamentary commission has asked Facebook CEO, Mark Zuckerberg, to give evidence on the use of personal data by Cambridge Analytica.
Damian Collins, the president of the bienes comunales investigation of false news, he accused Facebook of “misleading” the committee previously, and said: “now is the time to hear from a senior Facebook executive with sufficient authority to give an accurate account of this catastrophic failure of process”.
Facebook shares fell 5% Tuesday, after a 6.7% fall on Monday, which means that, in total, close to $50bn has been wiped from its market value.
The company held an open meeting with employees Tuesday to discuss the matter, but the BBC’s North America technology reporter Dave Lee said that neither Mr. Zuckerberg nor his deputy, Sheryl Sandberg, presided.
Facebook said: “Mark, Sheryl and their teams are working around the clock to get all the facts and take the appropriate steps moving forward, because they understand the seriousness of this matter.”
End of the post to Twitter by @DamianCollins
The Information Commissioner of the united kingdom Elizabeth Denham said he was going to apply to the court for a warrant to search the offices of Cambridge Analytica.
The consumer watchdog the Federal Trade Commission – which has the power to impose large fines – also reportedly has opened an investigation into Facebook.
Dr Aleksandr Kogan, who created the personality of the application from which the data had been collected, is a research associate at the University of Cambridge.
A spokesman for the university said that it had “sought and received assurances” from Dr. Kogan that there is no University data, resources or facilities that are used for their work and that they had found no evidence to contradict that, but that they were writing to Facebook to “request all relevant evidence in their possession.”