Cambridge Analytica: Ethics, Data Mining, and ICT Professionalism

This report provides a comprehensive analysis of the Cambridge Analytica case study, focusing on the ethical implications of its data mining practices. The introduction sets the stage by outlining the background of the scandal, where Cambridge Analytica harvested personal data from millions of Facebook users without their consent for political advertising purposes. The report then delves into an analysis of the situation using ethical techniques, such as identifying the facts, issues, and stakeholders affected, as well as the ethical issues and possible solutions. Furthermore, it examines the case from the viewpoint of an ICT professional, applying the Australian Computer Society (ACS) code of ethics, including principles such as privacy, honesty, and professional development. The conclusion synthesizes the findings from both analyses, offering recommendations for ethical conduct in data mining and political consulting. The report highlights the importance of ethical standards, user consent, and the responsible use of personal data in the digital age, emphasizing the impact of the scandal on public perception and the need for stricter regulations.

CAMBRIDGE
ANALYTIC A

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1. Background to the case study..................................................................................................3
2. Analysis of the situation using “Doing Ethic Technique”......................................................3
3. Analysis of the situation from view point of ICT professional using ACS code of Ethics....3
4. Conclusion to bring together the both analysis and recommendations...................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Cambridge analytica is the political consulting company which operates the activities of
data mining for the different uses and also which combine the data mining, data analysis by
strategic communication . The company was started in 2013 a subsidiary and offshoot of the
SCL group.
The present study is completely based n the Facebook scandal of Cambridge analytica in
which they mine the data of the millions of people for electoral process to know their viewpoints
without their consent and by kelping their privacy ion the hands of the risks.
The report further explains about the ethical issues which company needs to followed by
the ethical techniques and also the ACS code of ethics which both present the standards,
principles or values which ever citizen is required to work in for operating on the legal path and
by considering the ethics and value of the people to secure their privacy and safety.
1. Background to the case study
Cambridge analytica Ltd. Is a British political consulting company which combine the
data miming, data brokerage and data analysis with strategic communication during the electoral
process it is the subsidiary of the SCL group(Cadwalladr and Graham-Harrison, 2018). In march
2018 the major political scandal was revealed that is The Facebook- Cambridge Analytica data
scandal that is the company has harvested the personal data of the millions of the people ion
Facebook through their Facebook profile's without their consent and used the data for the
political advertising purposes.
A data scientist developed an application called “This your digital life” and provide the
app to the Cambridge analytica in turn which arranged the informed consent process for the
research in which thousands of Facebook users will agree to complete a survey which is required
in the academic use(Edwards, 2019). The Facebook design app allows not only to collect the
personal information of all the people who agreed take the surveys but also the personal data
and information of the people in users of the Facebook social network site. and in this way
Cambridge analytica acquired and collected the data of the millions of the Facebook users.
The channel 4 news has broadcast the Article by the New York times and the UK
newspaper and the reports outlining that how the data of million of people on Facebook profiles
ended up by given to the Cambridge Analytica and in the way 50 million of people Facebook
profiles were mined for collecting the data without their consent(Common, 2018) . Facebook

commented that while the data was obtained by the Cambridge Analytic it claims about the lied
by the Kogan to the social media platform and also violated its policies in transferring the
data(Ojo, 2018).
The three different news organisation published simultaneously and caused a huge public
outcry and more than around $100 billion was knocked off Facebook share prices in days and the
politicians of the UK and US demanded answers from the CEO of Facebook(Venturini and
Rogers, 2019). This scandal was significantly inciting the public discussion on the ethical
standards for the social media companies, politician, political consulting organisation and
customers advocates who are called for the greater consumer protection in the entire online
media and the right to privacy and security as curbs on the misinformation .
It is also considered to be the moment of watershed in the understanding of the public
regarding the personal data and this leads to the massive fall in the Facebook's stock price and
demanded for the tighter and strict regulations of technology companies for the use of
data(Edwards, 2019).
The data collected is for the various political organisation who used the information from
the data breach to influence the public opinion. Political events for which the politician are ready
to pay to the Cambridge analytica so that they can us the information from the data breach
include the following pints:
 that is 2015 and 2016 campaigns of US politicians
 2016 Brexit vote
 2018 Mexican general election, 2018 for the institutional Revolutionary
Party( Schneble,Elger and Shaw, 2018).
Hence, the complete background of the scandal is explained above which is giving the brief
understanding of the scandal sot that further question can easily be understand and resolved.
2. Analysis of the situation using “Doing Ethic Technique”
Ethical techniques and Ethical standards promote the values which includes trust, good
behaviour, kindness, fairness and there is no consistent set if the standards which all companies
follow by each company have the right to develop the standards which are meaningful for their
organisation and which are capable of motivating and helping the staff of the organisation in way
to treat them fair and equal so that they can give their full potential towards the organisation and
its activities.

These ethical principles are based on the philosophical stances which directly or
indirectly leads to the ethical standards(BLeicester, 2016). There are basically the three levels of
the ethical development that are required to follow by all the companies so that no sentiments of
the people got hurt and the company also operates on the legal path way. They are the pre
conventional, conventional, and the post conventional which basically helps the companies to
manage in their employees and their activities. Company needs to follow the ethical techniques
in all way that is they required to collect the data with the consent of the public from their
Facebook profiles so that ethical technique could be taken into the consideration.
The ethical techniques influence the company to understand and follow some steps which
helps them in clarification of the ethical issues which are required to be taken into the
consideration. This includes the following:
What is going on
which means they need to analyse that what case is and it can be understood from
different perspective that is person raising complaint , what observer outline, etc. Cambridge
analytics requires to understand the case before implementing it so that al the principles and
ethical standards could follow and the case will walk on the legal pathway.
The facts
which means that it is required to understand and evaluate the descriptive list of the facts
of the case that which companies are based on the facts and which are not hypothetical. The
facts are generated from the different sources and evidences(Warren and Burmeister, 2017). In
this situation the evidence proving the case are :
 New york times
 Channel 4 News
 UK newspapers
The issues
It is the another point which needs to analyse by the company which include all the
related issues and problems that involved in the given case so that corrective measures can be
taken for resolving the issues(Fuller, 2019). The man issue of the case is the collection and
mining of the personal data from the personal profile of people on Facebook without their
consent and permission.
Who is been affected

This question indicates that in the case issue who are the ones who got affected because
of the ethical issues being not followed. The person who disrupted because t]of the case issues
and problem which directly affect them in the terms of privacy and security(BLeicester, 2016).
Around 50 million of the people got affected as their data was mined without their consent as
their privacy was on te risk.
Ethical issue and implications
Dictates that is company needs to analyse that what are the ethical issues which the
people facing and how to resolve them. The ethical issues which case involves is te people felt
their data is being abuses and not in the safe hands which creates the feeling of fear and
consciousness.
Need to be done about it
It includes the corrective measures and decisions which are required to taken in order to
solve the issue relates to the ethical consideration. Cambridge analytica uses method of bud
nudging which is required to generate and accumulate the political data of bout 50 million users
by the personal ail Id''s..
The problem also involves that ones profile for themes are sensitive in relation with the
individual and the group data protection which includes the political affiliation, sexual
orientation, and health that is the information can be misused for the criminal and the political
ends and the data collected by without the consent. the company goes beyond the profiling and
which is called as the big Nudging.
What are the options
It Implies that describing all the possible solutions which are available to resolve the
issues and analysing and evaluating all the solutions by ascertaining their pros and cons as all the
solutions may not have the positive outcomes(Cadwalladr and Graham-Harrison, 2018). the
company may ask for the consent of the people and survey can be made for the people who are
ready for it.
Which option is considered to best and why
This includes that the best solution accepted by the company is adapted by them because
of what reasons ans why it is capable of solving the issue.

Hence, these above explained are the some steps which help the companies to analyse what are
the ethical considerations which they are required to analyse before implementing any case or
activity.
3. Analysis of the situation from view point of ICT professional using ACS code of Ethics
Australian computer society code of the Ethic is the part of the ACS
constitution(Edwards, 2019). This code of the professional conduct helps in identifying many
core values and the appropriate associate requirements for the professional conduct.
The society needs to abide the members to follow these values ad need to act with the
responsibility and the integrity in all the professional dealings. Being an Acs member they are
required to hold the honour, effectiveness and dignity of being a professional. Cambridge
analytica by being a good citizen and to act within the guidelines of the law are required to the
conformation if some ACS values which includes:
Privacy of public and public interest- The company needs to help the privacy of the
public interest above their and sectional interests.
Enhancing the quality of life- the company requires to focus improving the quality of
life of those who re affected by the activities and their work.
Honesty- true, fair and honest representation of the skills, knowledge , services and
product are required. in according to this value the company can nit reject and not make any
offer of bribery or inductment(Venturini and Rogers, 2019). They required to give the real and
practical estimates for the case and projects under control
Competencies- Cambridge analytica needs to wok competently and with diligence for
their shareholders. every company is responsible for accepting the work which they believe that
are competent to work and perform on it. And ned not to hesitate for obtaining the additional
expertise from qualified individuals where they required to get advice. they always need to aware
about their incompetencies and limitation in which they are capable of work( Schneble,Elger and
Shaw, 2018). According to the value anyone can not misrepresent their skills and knowledge
and also they have to make themselves aware of the relevant standards and legislations so to act
accordingly.
Professional development- by working and operating the activities in the effective and
legal guidelines they are able to enhance their own professional development plan and their staff.

Professionalism-by working in the legal and professional guidelines company can
enhance and facilitates the integrity of the ACS and can generate the behaviour of the respect in
between the members,
4. Conclusion to bring together the both analysis and recommendations
The combination of the Ethical issues which are based on the philosophies regarding the
honesty, true and fair representation of all the activities to run on the legal path that is the Ethical
techniques and the ACS code of ethics depicts the same thing which are under the different
heads(Warren and Burmeister, 2017). Their principles for very citizen to responsive for
following the terms and value which come under the ethical considerations.
The both analysis can used together by effectively analysing and evaluating the data on
which the information need to be generated, the ethical techniques lay emphasis on the deep
analysis and understanding of the each and every elements that is What is going on in the case
and project , what are the facts, what are the major issues-and Who is been affected by the issues
so that corrective actions and measures can be chosen and implemented to satisfy the people by
operating the activities by taking into the ethical consideration(BLeicester, 2016).
whereas the ACS focus on the six different elements which facilitates that honesty,
improving the quality of life, competencies,professional development, professionalism, keeping
secure and privacy and the overall conclusion facilitates the encouragement of these six elements
into the Ethical techniquesthat is operating the activities which are mentioned by considering the
fact of honesty, improving quality etc.(Cadwalladr and Graham-Harrison, 2018). which Wil
helps the company to operate on the legal path as well the people to protect their privacy,
security and safeguarding their mental satisfaction and sentiments. following the Ethical issue
and implications need to be done about it .
Recommendations
both the analysis can be bring together by effectively following the ACS code of ethics so
that all the values and elements according the code can be followed effectively and implication
of these values to the ethic techniques will ultimately help the business and company in
efficiently combining bot the ethical techniques for the ethical consideration(Ojo, 2018).
People and researcher needs to understand the complete procedure of the ethical
techniques in order to implement it. As it helps in reviewing the scope of the project as well s the
methodology of the project which leads to develop the comprehensive set of the case studies and

will than relate to them to the code of ethics of ACS and also to the specific ethical standards of
the conduct on order to guide the veracities and survey on a legal path for protecting the privacy
and looking for the security of the people.
CONCLUSION
From the above report it can be conclude that the complete background of Facebook
scandal by Cambridge analytica for the deep understanding which mines the millions of people
data by their personal profiles andcambridge analytica without their consent which is completely
against the ethical considerations, this scandal gave rise to the many ethical issues .
The report conclude about the ethical issue as an ethical consideration by following the
ethical techniques, also the ACS code of conduct is also discussed in the above report which lay
emphasis on the six main elements which need to be accomplish for effective ethical
consideration which includes the privacy of the public, honesty, competency,. Professional
development, enhancing the quality life and professionalism which are directly related and come
under the head of the efficient ethical considerations .

REFERENCES
Books and Journals
Cadwalladr, C. and Graham-Harrison, E., 2018. The Cambridge analytica files. The
Guardian. 21. pp.6-7.
Edwards, J.L., 2019. An Examination of Consumers' Social Media Trust In the Wake of the
Facebook and Cambridge Analytica Scandal (Doctoral dissertation).
Common, M.F., 2018. Facebook and Cambridge Analytica: let this be the high-water mark for
impunity. LSE Business Review.
Ojo, M., 2018. Cambridge Analytica, the Game Theory and the Nash Theory of
Equilibrium. Ojo, Marianne (2018). Information Uncertainty and Risk Assessment in
Trade Relations.
Venturini, T. and Rogers, R., 2019. “API-Based Research” or How can Digital Sociology and
Journalism Studies Learn from the Facebook and Cambridge Analytica Data
Breach. Digital Journalism. pp.1-9.
Edwards, J.L., 2019. An Examination of Consumers' Social Media Trust In the Wake of the
Facebook and Cambridge Analytica Scandal (Doctoral dissertation).
Common, M.F., 2018. Facebook and Cambridge Analytica: let this be the high-water mark for
impunity. LSE Business Review.
Schneble, C.O., Elger, B.S. and Shaw, D., 2018. The Cambridge Analytica affair and Internet‐
mediated research. EMBO reports. 19(8). p.e46579.
Fuller, M., 2019. Big data and the Facebook scandal: Issues and responses. Theology. 122(1).
pp.14-21.
Leicester, N., 2016. Ethics in the IT Profession: Does a Code of Ethics have an Effect on
Professional Behaviour?.
Warren, M. and Burmeister, O.K., 2017. Research on Applied Ethics involving emerging ICT
technologies. Australasian Journal of Information Systems, 21.
Warren, M. and Burmeister, O., 2019. Preface to Research on Applied Ethics
(Cybersecurity). Australasian Journal of Information Systems, 23.

bnOnline
Interview: The ethics of big data, Facebook & Cambridge Analytica. 2019[Online]. Available through
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