Targeted Voter Profiling in Kenya

Advertising, Online privacy, Politics, Surveillance

Privacy International is condemning Kenyan President Uhuru Kenyatta’s party for its hiring of Western data firm Cambridge Analytica to sway his re-election bid. The firm is also tied to the election of Donald Trump and Brexit. Cambridge Analytica occupies an entire floor of a building owned by Kenyatta’s coalition, and it ties data such as income, health status, political opinions, websites visited, and hobbies to individual-level voter registration records. Cambridge Analytica also creates psychometric profiles, essentially a quantification of personality: i.e. how neurotic or extroverted someone is. These data are used to target political advertising to the individual, possibly resulting in psychological manipulation or campaigns of misinformation (fake news?). Privacy International argues that this individual profiling is especially dangerous in Kenya, where ethnicity remains extremely political. Kenya also has no data protection laws, or rules governing how data are collected, stored, and accessed, leaving this voter database, and those in it, vulnerable. Privacy International is asking Cambridge Analytica to provide information on their risk assessment of mass data profiling in Kenya and how it will protect data privacy.

Sources: Privacy International, Snopes

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