Perhaps, Chair, we can discuss this after the second round but potentially go in camera at some point.
We talk about profiling and political ads or companies advertised to in a targeted way. I think you've been right to highlight the difference between ethical and unethical uses of data and that it's perfectly acceptable to target some messages to certain people who may be interested in receiving that message. We know political parties do this all the time. In the last election the Conservative Party targeted Punjabi and Chinese communities to say that our Prime Minister wanted to open up neighbourhood brothels and sell marijuana to kids, so we know this happens.
The issue is scale and reach. When we talk about what the Internet's done and the understanding of the Facebook example of 87 million profiles being improperly shared, it's just an incredible scale that we haven't yet had to grapple with when it comes to targeting. When we talk about custom audiences, we can now not just reach communities through particular papers or particular interests —say this person likes animals or this person likes baseball— but we can now actually upload a custom audience and specifically get at these people.
So when we look at answers to this problem, I've read your article, “This is how Facebook can save itself”, which begins with, “Rather than #DeleteFacebook, we need to #FixFacebook”, and you talked about transparency. Perhaps you could speak to some solutions that this committee ought to be looking at, given your expertise.