The trove of documents obtained by investigative journalist Duncan Campbell included emails, presentations, meeting summaries and internal webchats from within the company.
The report found that Facebook would also withhold access to data for rival companies, including MessageMe, an app that was gaining popularity and could pose a threat to Facebook Messenger.
"Zuckerberg oversaw plans to consolidate the social network's power and control competitors by treating its users' data as a bargaining chip, while publicly proclaiming to be protecting that data", the report said after scanning through about 4,000 pages of leaked company documents. On a smaller scale, the company added features like "close friends", that lets users share their story content to a smaller group of curated people.
Facebook has said multiple times that it does not sell people's data, including in an op-ed in January from Zuckerberg in The Wall Street Journal.
In one of the messages highlighted by NBC, Zuckerberg said that the goal "wouldn't be the deals themselves", but determining "what developers would actually pay" for user data. In turn, Facebook had Amazon buy ads on the social media platform, as well as partnering with it on the launch of its Fire smartphone. In a subsequent case, Facebook debated severing off outflow to user data for a messaging app that had become too approved and was contemplated as a contender as per the documents.
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The documents also show that changes to its policies Facebook made to "protect privacy" were really a PR stunt meant to benefit its developers who benefitted from its data, while earning some positive media coverage in the process.
"The objective of the platform is to tie the universe of all the social apps together so we can enable a lot more sharing and still remain the central social hub", Zuckerberg wrote in an email where he detailed his new vision.
Despite these transgressions, Facebook hasn't been accused of breaking the law.
Facebook Inc more than doubled the money it spent on Chief Executive Officer Mark Zuckerberg's security in 2018 to US$22.6 million, a regulatory filing showed on Friday.
The existing arrangement, where developers weren't required to share their data back with Facebook, might be "good for the world" but it's not "good for us", Zuckerberg wrote in the email.
What do you think of the latest privacy and user data issue at Facebook?