In the intricate maze of our interconnected world, an unseen adversary conducts its operations with a stealth almost poetic in its sinister intent. This adversary — malware — has extended its tendrils into the digital sanctuaries of Mac users, long perceived as immune to such invasive threats. Our narrative today does not deal with the physical and tangible frontlines we are accustomed to; this is a modern tale of espionage, nestled in the zeros and ones of cyberspace.
The Mac platform, cradled within the fortifications of Apple's walled garden ecosystem, has stood as a beacon of resilience amidst the relentless onslaught of cyber threats. However, this sense of imperviousness has been shaken at its core, heralding a paradigm shift. A new threat lies in wait, bridging the gap between perceived security and uncomfortable vulnerability.
The seemingly invincible Mac OS X, long heralded for its robust security features and impervious resilience to virus attacks, faces an undercurrent of siege tactics from hackers driven by a relentless pursuit for control. This narrative is not about the front-and-centre warfare we see so often reported in media headlines. Instead, it veils itself within the actions of users as benign as the download of pirated software from the murky depths of warez websites.
The Incident
The casual act, born out of innocence or economic necessity, to sidestep the financial requisites of licensed software, has become the unwitting point of compromised security. Users find themselves on the battlefield, one that overshadows the significance of its physical counterpart with its capacity for surreptitious harm. The Mac's seeming invulnerability is its Achilles' heel, as the wariness against potential threats has been eroded by the myth of its impregnability.
The architecture of this silent assault is not one of brute force but of guile. Cyber marauders finesse their way through the defenses with a diversified arsenal; pirated content is but a smokescreen behind which trojans lie in ambush. The very appeal of free access to premium applications is turned against the user, opening a rift that permits these malevolent forces to ingress.
The trojans that permeate the defenses of the Mac ecosystem are architects of chaos. They surreptitiously enrol devices into armies of sorts – botnets which, unbeknownst to their hosts, become conduits for wider assaults on privacy and security. These machines, now soldiers in an unconsented war, are puppeteered to distribute further malware, carry out phishing tactics, and breach the sanctity of secure data.
The Trojan of Mac
A recent exposé by the renowned cybersecurity firm Kaspersky has shone a spotlight on this burgeoning threat. The meticulous investigation conducted in April of this year unveiled a nefarious campaign, engineered to exploit the complacency among Mac users. This operation facilitates the sale of proxy access, linking previously unassailable devices to the infrastructure of cybercriminal networks.
This revelation cannot be overstated in its importance. It illustrates with disturbing clarity the evolution and sophistication of modern malware campaigns. The threat landscape is not stagnant but ever-shifting, adapting with both cunning and opportunity.
Kaspersky's diligence in dissecting this threat detected nearly three dozen popular applications, and tools relied upon by individuals and businesses alike for a multitude of tasks. These apps, now weaponised, span a gamut of functionalities - image editing and enhancement, video compression, data recovery, and network scanning among them. Each one, once a benign asset to productivity, is twisted into a lurking danger, imbued with the power to betray its user.
The duplicity of the trojan is shrouded in mimicry; it disguises its malicious intent under the guise of 'WindowServer,' a legitimate system process intrinsic to the macOS. Its camouflage is reinforced by an innocuously named file, 'GoogleHelperUpdater.plist' — a moniker engineered to evade suspicion and blend seamlessly with benign processes affiliated with familiar applications.
Mode of Operation
Its mode of operation, insidious in its stealth, utilises the Transmission Control Protocol(TCP) and User Datagram Protocol(UDP) networking protocols. This modus operandi allows it to masquerade as a benign proxy. The full scope of its potential commands, however, eludes our grasp, a testament to the shadowy domain from which these threats emerge.
The reach of this trojan does not cease at the periphery of Mac's operating system; it harbours ambitions that transcend platforms. Windows and Android ecosystems, too, find themselves under the scrutiny of this burgeoning threat.
This chapter in the ongoing saga of cybersecurity is more than a cautionary tale; it is a clarion call for vigilance. The war being waged within the circuits and code of our devices underscores an inescapable truth: complacency is the ally of the cybercriminal.
Safety measures and best practices
It is imperative to safeguard the Mac system from harmful intruders, which are constantly evolving. Few measures can play a crucial role in protecting your data in your Mac systems.
Refrain from Unlicensed Software - Refrain from accessing and downloading pirated software. Plenty of software serves as a decoy for malware which remains dormant till downloaded files are executed.
Use Trusted Source: Downloading files from legitimate and trusted sources can significantly reduce the threat of any unsolicited files or malware making its way into your Mac system.
Regular system updates: Regular updates to systems released by the company ensure the latest patches are installed in the system critical to combat and neutralize emerging threats.
General Awareness: keeping abreast of the latest developments in cyberspace plays a crucial role in avoiding new and emerging threats. It is crucial to keep pace with trends and be well-informed about new threats and ways to combat them.
Conclusion
In conclusion, this silent conflict, though waged in whispers, echoes with repercussions that reverberate through every stratum of digital life. The cyber threats that dance in the shadows cast by our screens are not figments of paranoia, but very real specters hunting for vulnerabilities to exploit. Mac users, once confident in their platforms' defenses, must awaken to the new dawn of cybersecurity awareness.
The battlefield, while devoid of the visceral carnage of physical warfare, is replete with casualties of privacy and breaches of trust. The soldiers in this conflict are disguised as serviceable code, enacting their insidious agendas beneath a façade of normalcy. The victims eschew physical wounds for scars on their digital identities, enduring theft of information, and erosion of security.
As we course through the daunting terrain of digital life, it becomes imperative to heed the lessons of this unseen warfare. Shadows may lie unseen, but it is within their obscurity that the gravest dangers often lurk, a reminder to remain ever vigilant in the face of the invisible adversary.
The rapid digitization of educational institutions in India has created both opportunities and challenges. While technology has improved access to education and administrative efficiency, it has also exposed institutions to significant cyber threats. This report, published by CyberPeace, examines the types, causes, impacts, and preventive measures related to cyber risks in Indian educational institutions. It highlights global best practices, national strategies, and actionable recommendations to mitigate these threats.
Image: Recent CyberAttack on Eindhoven University
Significance of the Study:
The pandemic-induced shift to online learning, combined with limited cybersecurity budgets, has made educational institutions prime targets for cyberattacks. These threats compromise sensitive student, faculty, and institutional data, leading to operational disruptions, financial losses, and reputational damage. Globally, educational institutions face similar challenges, emphasizing the need for universal and localized responses.
Threat Faced by Education Institutions:
Based on the insights from the CyberPeace’s report titled 'Exploring Cyber Threats and Digital Risks in Indian Educational Institutions', this concise blog provides a comprehensive overview of cybersecurity threats and risks faced by educational institutions, along with essential details to address these challenges.
🎣 Phishing: Phishing is a social engineering tactic where cyber criminals impersonate trusted sources to steal sensitive information, such as login credentials and financial details. It often involves deceptive emails or messages that lead to counterfeit websites, pressuring victims to provide information quickly. Variants include spear phishing, smishing, and vishing.
💰 Ransomware: Ransomware is malware that locks users out of their systems or data until a ransom is paid. It spreads through phishing emails, malvertising, and exploiting vulnerabilities, causing downtime, data leaks, and theft. Ransom demands can range from hundreds to hundreds of thousands of dollars.
🌐 Distributed Denial of Service (DDoS): DDoS attacks overwhelm servers, denying users access to websites and disrupting daily operations, which can hinder students and teachers from accessing learning resources or submitting assignments. These attacks are relatively easy to execute, especially against poorly protected networks, and can be carried out by amateur cybercriminals, including students or staff, seeking to cause disruptions for various reasons
🕵️ Cyber Espionage: Higher education institutions, particularly research-focused universities, are vulnerable to spyware, insider threats, and cyber espionage. Spyware is unauthorized software that collects sensitive information or damages devices. Insider threats arise from negligent or malicious individuals, such as staff or vendors, who misuse their access to steal intellectual property or cause data leaks..
🔒 Data Theft: Data theft is a major threat to educational institutions, which store valuable personal and research information. Cybercriminals may sell this data or use it for extortion, while stealing university research can provide unfair competitive advantages. These attacks can go undetected for long periods, as seen in the University of California, Berkeley breach, where hackers allegedly stole 160,000 medical records over several months.
🛠️ SQL Injection: SQL injection (SQLI) is an attack that uses malicious code to manipulate backend databases, granting unauthorized access to sensitive information like customer details. Successful SQLI attacks can result in data deletion, unauthorized viewing of user lists, or administrative access to the database.
🔍Eavesdropping attack: An eavesdropping breach, or sniffing, is a network attack where cybercriminals steal information from unsecured transmissions between devices. These attacks are hard to detect since they don't cause abnormal data activity. Attackers often use network monitors, like sniffers, to intercept data during transmission.
🤖 AI-Powered Attacks: AI enhances cyber attacks like identity theft, password cracking, and denial-of-service attacks, making them more powerful, efficient, and automated. It can be used to inflict harm, steal information, cause emotional distress, disrupt organizations, and even threaten national security by shutting down services or cutting power to entire regions
Insights from Project eKawach
The CyberPeace Research Wing, in collaboration with SAKEC CyberPeace Center of Excellence (CCoE) and Autobot Infosec Private Limited, conducted a study simulating educational institutions' networks to gather intelligence on cyber threats. As part of the e-Kawach project, a nationwide initiative to strengthen cybersecurity, threat intelligence sensors were deployed to monitor internet traffic and analyze real-time cyber attacks from July 2023 to April 2024, revealing critical insights into the evolving cyber threat landscape.
Cyber Attack Trends
Between July 2023 and April 2024, the e-Kawach network recorded 217,886 cyberattacks from IP addresses worldwide, with a significant portion originating from countries including the United States, China, Germany, South Korea, Brazil, Netherlands, Russia, France, Vietnam, India, Singapore, and Hong Kong. However, attributing these attacks to specific nations or actors is complex, as threat actors often use techniques like exploiting resources from other countries, or employing VPNs and proxies to obscure their true locations, making it difficult to pinpoint the real origin of the attacks.
Brute Force Attack:
The analysis uncovered an extensive use of automated tools in brute force attacks, with 8,337 unique usernames and 54,784 unique passwords identified. Among these, the most frequently targeted username was “root,” which accounted for over 200,000 attempts. Other commonly targeted usernames included: "admin", "test", "user", "oracle", "ubuntu", "guest", "ftpuser", "pi", "support"
Similarly, the study identified several weak passwords commonly targeted by attackers. “123456” was attempted over 3,500 times, followed by “password” with over 2,500 attempts. Other frequently targeted passwords included: "1234", "12345", "12345678", "admin", "123", "root", "test", "raspberry", "admin123", "123456789"
Insights from Threat Landscape Analysis
Research done by the USI - CyberPeace Centre of Excellence (CCoE) and Resecurity has uncovered several breached databases belonging to public, private, and government universities in India, highlighting significant cybersecurity threats in the education sector. The research aims to identify and mitigate cybersecurity risks without harming individuals or assigning blame, based on data available at the time, which may evolve with new information. Institutions were assigned risk ratings that descend from A to F, with most falling under a D rating, indicating numerous security vulnerabilities. Institutions rated D or F are 5.4 times more likely to experience data breaches compared to those rated A or B. Immediate action is recommended to address the identified risks.
Risk Findings :
The risk findings for the institutions are summarized through a pie chart, highlighting factors such as data breaches, dark web activity, botnet activity, and phishing/domain squatting. Data breaches and botnet activity are significantly higher compared to dark web leakages and phishing/domain squatting. The findings show 393,518 instances of data breaches, 339,442 instances of botnet activity, 7,926 instances related to the dark web and phishing & domain activity - 6711.
Key Indicators: Multiple instances of data breaches containing credentials (email/passwords) in plain text.
Botnet activity indicating network hosts compromised by malware.
Credentials from third-party government and non-governmental websites linked to official institutional emails
Details of software applications, drivers installed on compromised hosts.
Sensitive cookie data exfiltrated from various browsers.
IP addresses of compromised systems.
Login credentials for different Android applications.
Below is the sample detail of one of the top educational institutions that provides the insights about the higher rate of data breaches, botnet activity, dark web activities and phishing & domain squatting.
Risk Detection:
It indicates the number of data breaches, network hygiene, dark web activities, botnet activities, cloud security, phishing & domain squatting, media monitoring and miscellaneous risks. In the below example, we are able to see the highest number of data breaches and botnet activities in the sample particular domain.
Risk Changes:
Risk by Categories:
Risk is categorized with factors such as high, medium and low, the risk is at high level for data breaches and botnet activities.
Challenges Faced by Educational Institutions
Educational institutions face cyberattack risks, the challenges leading to cyberattack incidents in educational institutions are as follows:
🔒 Lack of a Security Framework: A key challenge in cybersecurity for educational institutions is the lack of a dedicated framework for higher education. Existing frameworks like ISO 27001, NIST, COBIT, and ITIL are designed for commercial organizations and are often difficult and costly to implement. Consequently, many educational institutions in India do not have a clearly defined cybersecurity framework.
🔑 Diverse User Accounts: Educational institutions manage numerous accounts for staff, students, alumni, and third-party contractors, with high user turnover. The continuous influx of new users makes maintaining account security a challenge, requiring effective systems and comprehensive security training for all users.
📚 Limited Awareness: Cybersecurity awareness among students, parents, teachers, and staff in educational institutions is limited due to the recent and rapid integration of technology. The surge in tech use, accelerated by the pandemic, has outpaced stakeholders' ability to address cybersecurity issues, leaving them unprepared to manage or train others on these challenges.
📱 Increased Use of Personal/Shared Devices: The growing reliance on unvetted personal/Shared devices for academic and administrative activities amplifies security risks.
💬 Lack of Incident Reporting: Educational institutions often neglect reporting cyber incidents, increasing vulnerability to future attacks. It is essential to report all cases, from minor to severe, to strengthen cybersecurity and institutional resilience.
Impact of Cybersecurity Attacks on Educational Institutions
Cybersecurity attacks on educational institutions lead to learning disruptions, financial losses, and data breaches. They also harm the institution's reputation and pose security risks to students. The following are the impacts of cybersecurity attacks on educational institutions:
📚Impact on the Learning Process: A report by the US Government Accountability Office (GAO) found that cyberattacks on school districts resulted in learning losses ranging from three days to three weeks, with recovery times taking between two to nine months.
💸Financial Loss: US schools reported financial losses ranging from $50,000 to $1 million due to expenses like hardware replacement and cybersecurity upgrades, with recovery taking an average of 2 to 9 months.
🔒Data Security Breaches: Cyberattacks exposed sensitive data, including grades, social security numbers, and bullying reports. Accidental breaches were often caused by staff, accounting for 21 out of 25 cases, while intentional breaches by students, comprising 27 out of 52 cases, frequently involved tampering with grades.
⚠️Data Security Breach: Cyberattacks on schools result in breaches of personal information, including grades and social security numbers, causing emotional, physical, and financial harm. These breaches can be intentional or accidental, with a US study showing staff responsible for most accidental breaches (21 out of 25) and students primarily behind intentional breaches (27 out of 52) to change grades.
🏫Impact on Institutional Reputation: Cyberattacks damaged the reputation of educational institutions, eroding trust among students, staff, and families. Negative media coverage and scrutiny impacted staff retention, student admissions, and overall credibility.
🛡️ Impact on Student Safety: Cyberattacks compromised student safety and privacy. For example, breaches like live-streaming school CCTV footage caused severe distress, negatively impacting students' sense of security and mental well-being.
CyberPeace Advisory:
CyberPeace emphasizes the importance of vigilance and proactive measures to address cybersecurity risks:
Develop effective incident response plans: Establish a clear and structured plan to quickly identify, respond to, and recover from cyber threats. Ensure that staff are well-trained and know their roles during an attack to minimize disruption and prevent further damage.
Implement access controls with role-based permissions: Restrict access to sensitive information based on individual roles within the institution. This ensures that only authorized personnel can access certain data, reducing the risk of unauthorized access or data breaches.
Regularly update software and conduct cybersecurity training: Keep all software and systems up-to-date with the latest security patches to close vulnerabilities. Provide ongoing cybersecurity awareness training for students and staff to equip them with the knowledge to prevent attacks, such as phishing.
Ensure regular and secure backups of critical data: Perform regular backups of essential data and store them securely in case of cyber incidents like ransomware. This ensures that, if data is compromised, it can be restored quickly, minimizing downtime.
Adopt multi-factor authentication (MFA): Enforce Multi-Factor Authentication(MFA) for accessing sensitive systems or information to strengthen security. MFA adds an extra layer of protection by requiring users to verify their identity through more than one method, such as a password and a one-time code.
Deploy anti-malware tools: Use advanced anti-malware software to detect, block, and remove malicious programs. This helps protect institutional systems from viruses, ransomware, and other forms of malware that can compromise data security.
Monitor networks using intrusion detection systems (IDS): Implement IDS to monitor network traffic and detect suspicious activity. By identifying threats in real time, institutions can respond quickly to prevent breaches and minimize potential damage.
Conduct penetration testing: Regularly conduct penetration testing to simulate cyberattacks and assess the security of institutional networks. This proactive approach helps identify vulnerabilities before they can be exploited by actual attackers.
Collaborate with cybersecurity firms: Partner with cybersecurity experts to benefit from specialized knowledge and advanced security solutions. Collaboration provides access to the latest technologies, threat intelligence, and best practices to enhance the institution's overall cybersecurity posture.
Share best practices across institutions: Create forums for collaboration among educational institutions to exchange knowledge and strategies for cybersecurity. Sharing successful practices helps build a collective defense against common threats and improves security across the education sector.
Conclusion:
The increasing cyber threats to Indian educational institutions demand immediate attention and action. With vulnerabilities like data breaches, botnet activities, and outdated infrastructure, institutions must prioritize effective cybersecurity measures. By adopting proactive strategies such as regular software updates, multi-factor authentication, and incident response plans, educational institutions can mitigate risks and safeguard sensitive data. Collaborative efforts, awareness, and investment in cybersecurity will be essential to creating a secure digital environment for academia.
The traditional way of doing agriculture has undergone massive digitization in recent years, whereby several agricultural processes have been linked to the Internet. This globally prevalent transformation, driven by smart technology, encompasses the use of sensors, IoT devices, and data analytics to optimize and automate labour-intensive farming practices. Smart farmers in the country and abroad now leverage real-time data to monitor soil conditions, weather patterns, and crop health, enabling precise resource management and improved yields. The integration of smart technology in agriculture not only enhances productivity but also promotes sustainable practices by reducing waste and conserving resources. As a result, the agricultural sector is becoming more efficient, resilient, and capable of meeting the growing global demand for food.
Digitisation of Food Supply Chains
There has also been an increase in the digitisation of food supply chains across the globe since it enables both suppliers and consumers to keep track of the stage of food processing from farm to table and ensures the authenticity of the food product. The latest generation of agricultural robots is being tested to minimise human intervention. It is thought that AI-run processes can mitigate labour shortage, improve warehousing and storage and make transportation more efficient by running continuous evaluations and adjusting the conditions real-time while increasing yield. The company Muddy Machines is currently trialling an autonomous asparagus-harvesting robot called Sprout that not only addresses labour shortages but also selectively harvests green asparagus, which traditionally requires careful picking. However, Chris Chavasse, co-founder of Muddy Machines, highlights that hackers and malicious actors could potentially hack into the robot's servers and prevent it from operating by driving it into a ditch or a hedge, thereby impending core crop activities like seeding and harvesting. Hacking agricultural pieces of machinery also implies damaging a farmer’s produce and in turn profitability for the season.
Case Study: Muddy Machines and Cybersecurity Risks
A cyber attack on digitised agricultural processes has a cascading impact on online food supply chains. Risks are non-exhaustive and spill over to poor protection of cargo in transit, increased manufacturing of counterfeit products, manipulation of data, poor warehousing facilities and product-specific fraud, amongst others. Additional impacts on suppliers are also seen, whereby suppliers have supplied the food products but fail to receive their payments. These cyber-threats may include malware(primarily ransomware) that accounts for 38% of attacks, Internet of Things (IoT) attacks that comprise 29%, Distributed Denial of Service (DDoS) attacks, SQL Injections, phishing attacks etc.
Prominent Cyber Attacks and Their Impacts
Ransomware attacks are the most popular form of cyber threats to food supply chains and may include malicious contaminations, deliberate damage and destruction of tangible assets (like infrastructure) or intangible assets (like reputation and brand). In 2017, NotPetya malware disrupted the world’s largest logistics giant Maersk and destroyed all end-user devices in more than 60 countries. Interestingly, NotPetya was also linked to the malfunction of freezers connected to control systems. The attack led to these control systems being compromised, resulting in freezer failures and potential spoilage of food, highlighting the vulnerability of industrial control systems to cyber threats.
Further Case Studies
NotPetya also impacted Mondelez, the maker of Oreos but disrupting its email systems, file access and logistics for weeks. Mondelez’s insurance claim was also denied since NotPetya malware was described as a “war-like” action, falling outside the purview of the insurance coverage. In April 2021, over the Easter weekend, Bakker Logistiek, a logistics company based in the Netherlands that offers air-conditioned warehousing and food transportation for Dutch supermarkets, experienced a ransomware attack. This incident disrupted their supply chain for several days, resulting in empty shelves at Albert Heijn supermarkets, particularly for products such as packed and grated cheese. Despite the severity of the attack, the company successfully restored their operations within a week by utilizing backups. JBS, one of the world’s biggest meat processing companies, also had to pay $11 million in ransom via Bitcoin to resolve a cyber attack in the same year, whereby computer networks at JBS were hacked, temporarily shutting down their operations and endangering consumer data. The disruption threatened food supplies and risked higher food prices for consumers. Additional cascading impacts also include low food security and hindrances in processing payments at retail stores.
Credible Threat Agents and Their Targets
Any cyber-attack is usually carried out by credible threat agents that can be classified as either internal or external threat agents. Internal threat agents may include contractors, visitors to business sites, former/current employees, and individuals who work for suppliers. External threat agents may include activists, cyber-criminals, terror cells etc. These threat agents target large organisations owing to their larger ransom-paying capacity, but may also target small companies due to their vulnerability and low experience, especially when such companies are migrating from analogous methods to digitised processes.
The Federal Bureau of Investigation warns that the food and agricultural systems are most vulnerable to cyber-security threats during critical planting and harvesting seasons. It noted an increase in cyber-attacks against six agricultural co-operatives in 2021, with ancillary core functions such as food supply and distribution being impacted. Resultantly, cyber-attacks may lead to a mass shortage of food not only meant for human consumption but also for animals.
Policy Recommendations
To safeguard against digital food supply chains, Food defence emerges as one of the top countermeasures to prevent and mitigate the effects of intentional incidents and threats to the food chain. While earlier, food defence vulnerability assessments focused on product adulteration and food fraud, including vulnerability assessments of agriculture technology now be more relevant.
Food supply organisations must prioritise regular backups of data using air-gapped and password-protected offline copies, and ensure critical data copies are not modifiable or deletable from the main system. For this, blockchain-based food supply chain solutions may be deployed, which are not only resilient to hacking, but also allow suppliers and even consumers to track produce. Companies like Ripe.io, Walmart Global Tech, Nestle and Wholechain deploy blockchain for food supply management since it provides overall process transparency, improves trust issues in the transactions, enables traceable and tamper-resistant records and allows accessibility and visibility of data provenance. Extensive recovery plans with multiple copies of essential data and servers in secure, physically separated locations, such as hard drives, storage devices, cloud or distributed ledgers should be adopted in addition to deploying operations plans for critical functions in case of system outages. For core processes which are not labour-intensive, including manual operation methods may be used to reduce digital dependence. Network segmentation, updates or patches for operating systems, software, and firmware are additional steps which can be taken to secure smart agricultural technologies.
“Ransomware Attacks on Agricultural Cooperatives Potentially Timed to Critical Seasons.”, Private Industry Notification, Federal Bureau of Investigation, 20 April https://www.ic3.gov/Media/News/2022/220420-2.pdf.
Manning, Louise & Kowalska, Aleksandra. (2023). “The threat of ransomware in the food supply chain: a challenge for food defence”, Trends in Organized Crime. https://doi.org/10.1007/s12117-023-09516-y
Personalised advertisements deploy a mechanism that derives from the collection of the user’s data. Although it allows for a more tailored user experience, one cannot ignore the method through which this is achieved. Recently, as per a report by the Indian Express on 13th November 2024, Meta has come up with a less personalised ad option on Facebook and Instagram for its users in the European Union (EU). This was done due to the incompatibility of their previous ad offer with the EU’s Digital Markets Act (DMA).
Relevant Legislation
In October 2023, Meta came up with a “Pay or Consent” option for their users in the EU. It gave the users two options: either to pay a monthly subscription fee to avail of the ad-free usage variant of Facebook and Instagram, or to give consent to see personalised ads based on the user’s data. This consent model was introduced in their attempts to comply with the EU’s DMA. However, this was found to be incompatible with the said mandate, according to the EU regulators, as they believed that the users should not only have the option to consent to ads but also have access to less personalised but equivalent alternatives. It is this decision that pushed Meta to come up with less personalised ad options for users in the EU. The less-personalised ad option claims to rely on limited data and show ads that are only based on the context of what is being viewed i.e. during a Facebook or Instagram session requiring a minimum set of data points such as location, age, gender, and the user’s engagement with the ads. However, choosing this option also allows for such ads to be less skippable.
The EU’s Digital Markets Act came into force on November 1, 2022. The purpose was to make the digital marketing sector fairer and in doing so, identify what they consider to be “Gatekeepers” (core platform services such as messenger services, search engines, and app stores) and a list of do’s and don’ts for them. One of them, applicable to the case mentioned above, is the effective consent required by the user in case the gatekeeper decides to target advertisements enabled by tracking the users' activity outside the gatekeeper's core platform services.
The Indian Context
Although no such issues have been raised in India yet, it is imperative to know that in the Indian context, the DPDP (Digital Personal Data Protection) Act 2023 governs personal data regulation. This includes rules for Data Fiduciaries (those who, alone or in partnership with others, determine the means and purpose of processing personal data), the Data Principal (those who give data), Consent Managers, and even rules regarding processing data of children.
CyberPeace Recommendations:
At the level of the user, one can take steps to ensure limited collection of personal data by following the mentioned steps:
Review Privacy Settings- Reviewing Privacy settings for one’s online accounts and devices is a healthy practice to avoid giving unnecessary information to third-party applications.
Private Browsing- Browsing through private mode or incognito is encouraged, as it prevents websites from tracking your activity and personal data.
Using Ad-blockers- Certain websites have a user option to block ads when the user first visits their page. Availing of this prevents spam advertisements from the respective websites.
Using VPN- Using Virtual Private Networks enables users to hide their IP address and their data to be encrypted, preventing third-party actors from tracking the users' online activities
Other steps include clearing cookies and cache data and using the location-sharing feature with care.
Conclusion
Meta’s compliance with the EU’s DMA signals that social media platforms cannot circumnavigate their way around rules. Balancing the services provided while respecting user privacy is of the utmost importance. The EU has set precedence for a system that respects this and can be used as an example to help set guidelines for how other countries can continue to deal with similar issues and set standards accordingly.
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