Facebook Has Been Receiving Users’ Financial Info From Tax Preparers

Illustration by Gabriel Hongsdusit for The Markup

Major tax filing services such as H&R Block, TaxAct, and TaxSlayer have been quietly transmitting sensitive financial information to Facebook when Americans file their taxes online, The Markup has learned. The data, sent through widely used code called the Meta Pixel, includes not only information like names and email addresses but often even more detailed information, including data on users’ income, filing status, refund amounts, and dependents’ college scholarship amounts.

The information sent to Facebook can be used by the company to power its advertising algorithms and is gathered regardless of whether the person using the tax filing service has an account on Facebook or other platforms operated by its owner Meta.  Each year, the Internal Revenue Service processes about 150 million individual returns filed electronically, and some of the most widely used e-filing services employ the pixel, The Markup found.

When users sign up to file their taxes with the popular service TaxAct, for example, they’re asked to provide personal information to calculate their returns, including how much money they make and their investments. A pixel on TaxAct’s website then sent some of that data to Facebook, including users’ filing status, their adjusted gross income, and the amount of their refund, according to a review by The Markup. Income was rounded to the nearest thousand and refunds to the nearest hundred.

The pixel also sent the names of dependents in an obfuscated — but generally reversible — format. TaxAct, which says it has about 3 million “consumer and professional users” also uses Google’s analytics tool on its website, and The Markup found similar financial data, but not names, being sent to Google through its tool. TaxAct wasn’t the only tax filing service using the Meta Pixel.

Tax preparation giant H&R Block, which also offers an online filing option that attracts millions of customers per year, embedded a pixel on its site that gathered information on filers’ health savings account usage and dependents’ college tuition grants and expenses. TaxSlayer, another widely used filing service, sent personal information to Facebook as part of the social media company’s “advanced matching” system, which gathers information on web visitors in an attempt to link them to Facebook accounts.

The information gathered through the pixel on TaxSlayer’s site included phone numbers, the name of the user filling out the form, and the names of any dependents added to the return. As with TaxAct, specific demographic information about a user was obfuscated but still usable for Facebook to link a user to an existing profile. TaxSlayer has said it completed 10 million federal and state tax returns last year.

The Markup also found the pixel code on a tax preparation site operated by a financial advice and software company called Ramsey Solutions, which uses a version of TaxSlayer’s service. That pixel gathered even more personal data from a tax return summary page, including information on income and refund amounts. This information was not sent immediately upon visiting the page but only when visitors clicked drop-down headings to see more details of their report.

Even Intuit, the company that runs America’s dominant online filing software, employed the pixel. Intuit’s TurboTax, however, did not send financial information to Meta but, rather, usernames and the last time a device signed in. The company kept the pixel entirely off pages beyond sign-in.

“We take the privacy of our customers’ data very seriously,” Nicole Coburn, a spokesperson for TaxAct, said in an email. “TaxAct, at all times, endeavors to comply with all IRS regulations.” Angela Davied, a spokesperson for H&R Block, said the company “regularly evaluate[s] our practices as part of our ongoing commitment to privacy, and will review the information.”

Megan McConnell, a spokesperson for Ramsey Solutions, said in an email that the company “implemented the Meta Pixel to deliver a more personalized customer experience.”

“We did NOT know and were never notified that personal tax information was being collected by Facebook from the Pixel,” the statement said. “As soon as we found out, we immediately informed TaxSlayer to deactivate the Pixel from Ramsey SmartTax.”f

After The Markup contacted TaxSlayer, spokesperson Molly Richardson said in an email that the company had removed the pixel to evaluate its use. “Our customers’ privacy is of utmost importance, and we take concerns about our customers’ information very seriously,” she said, adding that Ramsey Solutions “decided to remove the pixel” as well.

Rick Heineman, a spokesperson for Intuit, said the company’s pixel “does not track, gather, or share information that users enter in TurboTax while filing their taxes,” although Intuit “may share some non-tax-return information, such as username, with marketing partners to deliver a better customer experience,” like not showing Intuit ads on Facebook to people who have accounts already. The company said it’s in compliance with regulations but has modified the pixel to no longer send usernames.

“This is appalling”

Mandi Matlock, a Harvard Law School lecturer focused on tax law, said The Markup’s findings showed taxpayers “providing some of the most sensitive information that they own, and it’s being exploited.”

“This is appalling,” she said. “It truly is.”

On Monday, after TaxAct was contacted by The Markup for comment, the company’s site no longer sent financial details like income and refund amount to Meta but continued to send the names of dependents. The site also continued to send financial information to Google Analytics. Also as of Monday, TaxSlayer and Ramsey Solutions had removed the pixel from their tax filing sites and TurboTax had stopped sending usernames through the pixel at sign-in. H&R Block’s site was continuing to send information on health savings accounts and college tuition grants.

How the Meta Pixel tracks users

Meta makes the pixel code freely available to anyone who wants it, allowing businesses to embed the code on their sites as they wish.

Using the code helps both Facebook and the businesses. When a customer comes to a business’s website, the pixel might record which items the customer browsed, say, a T-shirt, for example. The business can then target its ads on Facebook to people who looked at that shirt, allowing the business to find an audience that may already be interested in its products.

Meta wins financially, too. The company says it can use the data it gleans from tools like the pixel to power its algorithms, providing it insight into the habits of users across the internet. The strategy has been successful for Facebook. In 2018, the company told Congress that there were more than 2 million pixels across the web — a massive data-harvesting operation most internet users never see.

“The practice is ubiquitous,” said Jon Callas, director of public interest technology at the Electronic Frontier Foundation, who said he was left in “shock but not surprise” at The Markup’s findings.

Some of the sensitive data collection analyzed by The Markup appears linked to default behaviors of the Meta Pixel, while some appears to arise from customizations made by the tax filing services, someone acting on their behalf, or other software installed on the site.

For example, Meta Pixel collected health savings account and college expense information from H&R Block’s site because the information appeared in webpage titles and the standard configuration of the Meta Pixel automatically collects the title of a page the user is viewing, along with the web address of the page and other data. It was able to collect income information from Ramsey Solutions because the information appeared in a summary that expanded when clicked. The summary was detected by the pixel as a button, and in its default configuration, the pixel collects text from inside a clicked button.

The pixels embedded by TaxSlayer and TaxAct used a feature called “automatic advanced matching.” That feature scans forms looking for fields it thinks contain personally identifiable information, like a phone number, first name, last name, or email address, and then sends detected information to Meta. On TaxSlayer’s site, this feature collected phone numbers and the names of filers and their dependents. On TaxAct, it collected the names of dependents.

The data collected by the matching feature is sent in an obfuscated form known as a hash, which Meta states is used in order to “help protect user privacy.” But the company can generally determine the pre-obfuscated version of the data. In fact, Meta explicitly uses the hashed information to link other pixel data to Facebook and Instagram profiles.

This pixel feature was turned off by default when The Markup set up a test pixel attached to a business account but could be turned on by clicking a toggle during setup.

When TaxAct sent dollar amounts like adjusted gross income to Meta, they were transmitted as parameters to a “custom event,” which are sent only if the pixel is configured beyond the default by a website operator or another application the website operator adds to their site. TaxAct did not respond to questions about whether and why it configured the pixel in this manner.

Once a tax return was filled out on Taxact.com, information including an individual’s adjusted gross income, federal refund amount, and number of dependents was sent to Meta via the Meta Pixel. Data in the screenshots is not real user data. Image: Taxact.com and The Markup

There are limits to the types of data Meta says it will collect through the pixel. The company says it doesn’t want sensitive information sent to it, including financial data, and that it uses automated filtering to block potentially sensitive data. Its help center states that it prohibits sending information including bank account or credit card numbers or “information about an individual’s financial account or status.”

Still, one specific type of prohibited data — income — was exactly what two tax sites sent to Facebook, The Markup found. Data sent to Facebook by TaxAct suggests it was also previously sending a parameter labeled “student_loan_interest,” which is now being filtered by the pixel before being sent.

Meta says it doesn’t want to receive sensitive financial data

From January to July of this year, The Markup tracked websites’ use of the pixel as part of the Pixel Hunt, a partnership with Mozilla Rally. For the project, participating users installed a browser extension that provided The Markup with a copy of all data shared with Meta via the pixel.

The Markup initially discovered sensitive information was shared by the tax preparers through data shared by Pixel Hunt participants. The Markup then signed up for accounts on the companies’ web applications and used the “Network” section of Chrome DevTools, a tool built into Google’s Chrome browser, to replicate and confirm the data.

Earlier this year, with the help of Pixel Hunt participants, The Markup found sensitive data sent to Facebook on the Education Department’s federal student aid application website, crisis pregnancy websites, and the websites of prominent hospitals.

Meta collects so much data that even the company itself sometimes may be unaware of where it ends up. Earlier this year, Vice reported on a leaked Facebook document written by Facebook privacy engineers who said the company did not “have an adequate level of control and explainability over how our systems use data,” making it difficult to promise it wouldn’t use certain data for certain purposes.

At the time, a company spokesperson told Vice that Facebook has “extensive processes and controls to manage data and comply with privacy regulations.”

In response to The Markup’s questions about the tax websites’ use of the pixel, Dale Hogan, a spokesperson for Meta, pointed to the company’s rules on sensitive financial information.

“Advertisers should not send sensitive information about people through our Business Tools,” Hogan wrote in an emailed statement. “Doing so is against our policies and we educate advertisers on properly setting up Business tools to prevent this from occurring. Our system is designed to filter out potentially sensitive data it is able to detect.”

Google spokesperson Jackie Berté said in an email that the company “has strict policies against advertising to people based on sensitive information” and that Google Analytics data “is obfuscated, meaning it is not tied back to an individual and our policies prohibit customers from sending us data that could be used to identify a user.”

The IRS closely regulates tax data

Nina Olson, the executive director of the nonprofit Center for Taxpayer Rights, was the national taxpayer advocate at the Internal Revenue Service between 2001 and 2019, a position in the agency meant to represent the interests of taxpayers.

As part of her role at the IRS, she contributed to the development of regulations that govern disclosures of tax information. Olson said the IRS regulations controlling the way private tax filing services can use data are intentionally “very strong.”

Under the regulations she helped develop, tax preparers — including e-filing companies — can use the information they receive from taxpayers only for limited purposes; for anything beyond immediately facilitating filing, the preparer has to get signed consent from the user that explains the recipient and the precise information being disclosed.

The government goes so far as to prescribe even the font size of requests for disclosure, saying it must be “the same size as, or larger than, the normal or standard body text used by the website or software package.”

Penalties for disclosing data without consent can be steep

The penalties for disclosing data without consent are potentially steep: fines and even jail time are possible, although Olson said she wasn’t aware of any criminal cases that have been pursued.

The Markup reviewed the tax preparation websites for disclosures that specifically mentioned Meta or Facebook but did not find them. Instead, some companies included relatively broad disclosure agreements.

TaxAct, for example, requested users approve sending their tax information to its sister company, TaxSmart Research LLC, so it could “develop, offer, and provide products and services” for users. It also stated, “TaxSmart Research LLC may use service providers and business partners to accomplish these tasks.” H&R Block, meanwhile, included nearly the same disclosure request so “H&R Block Personalized Services, LLC” could provide products of its own. Those sites provided the user with the option to decline to share tax information, although data was shared with Facebook regardless of which option users chose, according to The Markup’s tests.

Any disclosure from a tax preparer must provide the exact purpose and recipient to be in compliance, Olson said. “Do they have a list saying they’re going to disclose the refund amounts, and your children, and your whatever to Facebook?” she said. If not, they may be in violation of regulations.

The IRS declined to comment or answer questions about whether any of the sites sharing tax information were in violation of tax law.

No way out for taxpayers

American taxpayers have few options but to turn to private companies to file their returns.

Unlike other countries, the United States has a heavily privatized system for filing taxes, one that often requires the use of third-party tax preparers. In other countries, the government handles the calculations and taxpayers simply approve the numbers. But after a successful lobbying push from private companies, tax preparers in the US effectively act as middlemen between taxpayers and the government.

Tax preparation is now big business: market researchers have estimated that it’s a more than $11 billion industry in the United States.

A free preparation and filing option exists, but it’s limited to people making $73,000 or less and can be difficult to use. Companies offer their tax software at no charge through an agreement with the IRS but have been criticized for not making the option easily available.

Using the pixel, The Markup found that the IRS even effectively directs taxpayers attempting to file for free to some of the companies. A handful of tax preparation services — including TaxAct and TaxSlayer — are part of the agreement, known as the Free File Alliance. TurboTax and H&R Block have been part of the program in the past.

Harvard’s Matlock said The Markup’s findings showed the almost inevitable consequences of relying on for-profit companies to handle a government requirement. It’s a process that provides users little choice but to hand over their data to Facebook if they want to comply with the law, she said.

“It’s frustrating because taxpayers have been pushed into the arms of these private, for-profit companies simply to comply with their tax filing obligations,” she said. “We have no choice, really, in the matter.”

By Simon Fondrie-Teitler, Angie Waller Colin Lecher

Source: Facebook has been receiving users’ financial info from tax preparers – The Verge

.

Related contents:

Tax Filing Websites Might Have Given Facebook Your Financial Information: Report The Daily Caller

Facebook Under Scrutiny for Receiving Tax E-Filers’ Personal Financial Information (Report)

Tax preparation services have been sending ‘sensitive financial information‘ to Facebook: Report Just The News

03:40 Tue, 22 Nov
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Mark Zuckerberg’s Fortune Dropped $11 Billion Thursday–And Is Down $100 Billion Since Meta’s Stock Peaked

Facebook CEO Mark Zuckerberg pauses while speaking as he testifies before a joint hearing of the ... [+] Copyright 2018 The Associated Press. All rights reserved.

Facebook founder Mark Zuckerberg’s net worth fell $11 billion on Thursday to $36 billion as the company’s shares plummeted a day after it reported dismal quarterly earnings. Meta shares fell 25% to $97.94 on Thursday, pushing the stock to its lowest point since December 2016. In its third quarter earnings released late Wednesday, the social media giant reported a 50% decline in profits and revenue sliding by 4%, far below analyst expectations.

To make matters worse, Meta’s virtual and augmented reality division has lost a whopping $9.4 billion this year through September 30 trying to create the metaverse. On that front, Meta appears to be failing miserably.

“Look, I get that a lot of people might disagree with this investment. But from what I can tell, I think that this is going to be a very important thing, and I think it would be a mistake for us to not focus on any of these areas, which I think are going to be fundamentally important to the future,” Zuckerberg said in the company’s earnings call on Wednesday after the U.S. stock market closed.

The stock decline knocked Zuckerberg down from the 25th richest person in the world as of market close Wednesday to the 29th richest as of market close Thursday, according to Forbes’ Real-Time Billionaire tracker.

It hasn’t been a great year for Zuckerberg. Meta stock was flying high during the pandemic and reached its peak on September 7, 2021, bumping Zuckerberg’s fortune to $136.4 billion. Since then, Meta’s stock price has cratered by 74% and Zuckerberg has lost $100 billion, nearly three-fourths of his fortune at its peak.

Beyond the losses in its metaverse unit, Meta is facing fierce competition from TikTok for ad dollars—the source of the majority of its revenue—as well as a broader advertiser pullback amid concerns about an impending recession. Adding to its advertising woes, the social network is still reeling from privacy changes made by Apple last year that make it harder for tech companies to track users across apps, which has cut into its ad revenue.

I’m a San Francisco-based reporter covering wealth at Forbes. Follow me on Twitter @rachsandl or shoot me an email rsandler@forbes.com.

Source: Mark Zuckerberg’s Fortune Dropped $11 Billion Thursday–And Is Down $100 Billion Since Meta’s Stock Peaked

.

Critics by Natalie Sherman

It comes as investor doubts about Mark Zuckerberg’s vision for the future grow, and revenues and profits decline. Meta’s sales shrank by 4% in the three months ending in September to $27.7bn (£24bn), while profits halved.

The fall in shares is set to wipe $78bn off the firm’s market value if the losses hold until the end of Thursday.

What’s gone wrong?

A year ago, Mark Zuckerberg declared virtual reality the next frontier to drive Facebook’s growth. But so far, there has been very little of it.The company, which also owns WhatsApp, is struggling as companies cut advertising budgets in the face of economic uncertainty, changes to Apple’s privacy settings hurt its targeted ads, and competition from rivals such as TikTok heats up.

Mr Zuckerberg, who founded Facebook at university almost two decades ago, acknowledged the firm faced “near-term challenges”.He said the company was focused on becoming more efficient and hinted at job cuts, saying the firm may be a “smaller organisation” next year.

But on a conference call stacked with sceptical analysts, he also maintained that the company was on the right path, as it invests in ways to keep people on its apps and stakes a claim in the emerging world of virtual reality, also known as the metaverse.

“There are a lot of things going on right now in the business and in the world,” he said. “We’re going to resolve each of these things… I think those who are patient and invest with us will end up being rewarded.”

Investor confidence plunged in February, when the company revealed it had lost daily users for the first time ever. Then in July, the company reported its first quarterly decline in revenue, as companies spooked by the economic outlook cut their advertising budgets.

Prior to the firm’s update, the value of Meta’s shares had fallen 60% since the start of the year, wiping hundreds of billions off the company’s value. They slid further on Thursday, after executives warned that recovery would take an improvement in the wider economy.

Analyst Debra Aho Williamson of Insider Intelligence said the company was on “shaky legs when it comes to the current state of its business”.”Mark Zuckerberg’s decision to focus his company on the future promise of the metaverse took his attention away from the unfortunate realities of today: Meta is under incredible pressure,” she said.

Meta continues to generate large profits – nearly $4.4bn in the three months ended in September – and it has also fended off a decline in users.The company said 2.93 billion people were active on one of its platforms daily in the three months ended in September, up from 2.88 billion in the quarter before.

Although the core Facebook platform is not adding users in the US or Europe, it continues to grow in other parts of the world.Despite its strengths, many investors fear the company has lost its way……

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Will Europe Force a Facebook Blackout?

Facebook faces trouble in Europe—and Meta wants you to know about it. Every three months since June 2018, the company has used its financial results to warn that it could be forced to stop running Facebook and Instagram across the continent—potentially pulling its apps from millions of people and thousands of businesses—if it can’t send data between the EU and the US.

Whether Meta’s bluffing will become clear soon enough.

Data regulators are on the verge of making a historic ruling in a years-long case, and they are expected to say Facebook’s data transfers across the Atlantic should be blocked. For years, Meta has fought against European privacy activists over how data is sent to the US, with courts ruling multiple times that European data isn’t properly protected and can potentially be snooped on by the NSA and other US intelligence agencies.

While the case focuses on Meta, it has widespread ramifications, potentially impacting thousands of businesses across Europe that rely upon the services of Google, Amazon, Microsoft, and more. At the same time, US and European negotiators are scrambling to finalize a long-awaited new data-sharing deal that will limit what information US intelligence agencies can get their hands on. If negotiators can’t get it right, people’s privacy will remain at risk and billions of dollars of trade will be put in jeopardy.

At the start of July, the Irish Data Protection Commission, Facebook’s main data regulator in Europe, issued a draft decision that would block Meta from sending data across the Atlantic. While the specifics of that draft decision aren’t known, if it is enacted, it could create a Facebook blackout across Europe.

Under the GDPR, Europe’s data law, countries across the continent get 30 days to scrutinize Ireland’s Meta decision and respond with any potential changes or complaints. That time is now up. A spokesperson for the Irish regulator says “some” objections have been received from a “small” number of other countries and it is working to address these. Experts say these are likely to be minor points of law, rather than overturning the entire decision.

So, how likely is it that Meta will actually pull its services from Europe? In reality, the chances are probably pretty slim. Meta has said it has “no desire” to leave the continent, going as far as publishing a blog post titled “Meta Is Absolutely Not Threatening to Leave Europe.” Europe’s 30-plus countries are a large market for Meta, and stopping services, even temporarily, could be costly. (A close comparison is when the company briefly banned news posts in Australia in early 2021, following a row with publishers.) While Meta may not leave Europe, it may have to make changes to how it stores and transfers data once the final decision from the Irish regulator is published, although there is no set timeline. It may also face a fine.

“My guess is that Meta is going to have to look at some form of geo-siloing if they want to continue to operate in the EU,” says Calli Schroeder, global privacy counsel at the Electronic Privacy Information Center, a nonprofit digital rights research organization. Schroeder, who previously worked with companies on international data transfers, says this approach could mean Meta would have to create its own servers and data centers in the EU that aren’t connected to its broader databases.

Harshvardhan Pandit, a computer science research fellow at Trinity College Dublin who is researching the GDPR, says that as data authorities are still considering Meta’s case and a final decision hasn’t been published yet, they could include several caveats or steps that Meta should take to fall in line. For instance, one recent data protection decision in Europe gave a six-month period for a company to make changes to its business.

“I think the most pragmatic solution would be for them to create the European infrastructure, like Google or Amazon, which have quite a few data centers here,” Pandit says, adding that Meta could also introduce more encryption to how it stores data and maximize how much it keeps in the EU. All these measures would be costly, though. Jack Gilbert, director and associate general counsel at Meta, says that the issue “is in the process of being resolved.” Facebook did not respond specifically to questions about its plan to respond to the Irish decision.

European officials have twice ruled that systems put in place to share data between the EU and US don’t properly protect people’s data—the complaints have been ongoing since the early 2010s. European courts ruled that international data-sharing agreements weren’t up to scratch first in 2015 and then again in July 2020, when the Privacy Shield agreement was ruled illegal.

“All that the EU is asking for when organizations transfer data to other countries is to protect that data in line with the GDPR,” says Nader Henein, a research vice president specializing in privacy and data protection at Gartner. “The issue is that laws in the US that protect the data of ‘nonresident aliens’ are woefully insufficient and make it very difficult for organizations like Facebook to comply with local law and the GDPR.”

While Meta is the focus of the most high-profile complaint, it isn’t the only company impacted by a lack of clarity on how companies in Europe can send data to the US. “The data transfer issue is not Meta-specific,” David Wehner, Meta’s chief strategy officer, said in a July earnings call. “It relates to how in general data is transferred for all US and EU companies back and forth to the US.”

googThe impacts of the July 2020 decision to get rid of Privacy Shield are now being felt. Since January of this year, multiple European data regulators have ruled that using Google Analytics, the company’s traffic-monitoring service for websites, falls foul of the GDPR. Danish authorities went even further: Schools can’t use Chromebooks without restrictions being put in place. “There is a ton of legal uncertainty, and there is a significant compliance risk,” says Gabriela Zanfir-Fortuna, vice president of global privacy at Future of Privacy Forum, a nonprofit think tank.

Politicians are well aware of the problems. In March, US president Joe Biden and European Commission president Ursula von der Leyen announced a new Trans-Atlantic Data Privacy Framework, which will change the way data is sent between the EU and US. The deal, which will be introduced by executive order, will limit what data US intelligence agencies can access and will create a new system where Europeans can complain if they think they’ve been illegally spied upon by US agencies.

However, since the deal was announced, no specifics—including any legal texts—have been published. In June, officials said the deal could be published in the coming weeks, but so far, there has been little public progress. The US Department of Commerce says discussions are still taking place, including a meeting between both sides last week. (A European Commission spokesperson says work on the new agreement is ongoing, but they do not have a timeline that can be shared.) The longer the negotiations take, the more blocking orders will drop. “Obviously, if that framework is not complete, we would be in jeopardy of being able to transfer data,” Facebook’s Wehner said earlier this year.

The deal is likely to take a while yet. “Realistically, at this point, we’re looking at a potential adequacy decision for this Trans-Atlantic data transfers framework sometime next year—maybe the first quarter of next year,” Zanfir-Fortuna says. Once the details have been published, EU officials will spend months scrutinizing the specifics to see if they fall in line with court orders.

And they won’t be the only ones pouring over it. Privacy activists and lawyers will also be looking at the agreement and could launch further legal challenges if they find that data moving from Europe to the US still isn’t protected strongly enough. “The continued challenges are not unwarranted, particularly considering the Snowden revelations and the prevalence of Big Tech firms coming out of the US,” Schroeder says. “As a whole, America really needs to make sure we rise to the challenge of showing that we can be good stewards of the industry that we’re trying to be leaders in.”

By:

Source: Will Europe Force a Facebook Blackout? | WIRED UK

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