The Washington Post Was this helpful? Thank you for your feedback. The company, and Nix, are under pressure from politicians in the US and the UK to explain how it handled the data and what role the information played in its campaigns, if any. Cambridge Analytica has sold itself as the ultimate hi-tech consultant, winning votes by using data to pinpoint target groups and design messages that will appeal powerfully to their interests, although it denies using Facebook information in its work.
But in the undercover investigation by Channel 4 News, in association with the Observer, executives claimed to offer a much darker range of services. No 10 'very concerned' over Facebook data breach by Cambridge Analytica Read more In a series of meetings with a reporter posing as a representative of a wealthy Sri Lankan family seeking political influence, Cambridge Analytica executives initially denied the company was in the business of using entrapment techniques.
But Nix later detailed the dirty tricks the company would be prepared to pull behind the scenes to help its clients. When the reporter asked if Cambridge Analytica could offer investigations into the damaging secrets of rivals, Nix said it worked with former spies from Britain and Israel to look for political dirt.
He also volunteered that his team were ready to go further than an investigation. Another option, Nix suggested, would be to create a sex scandal. Cambridge Analytica sometimes contracts under a different name, so that there are no records of its involvement, Turnbull said. That does not only protect the company, but also makes its work more efficient, he is recorded saying. Covers include the setting up of fake academic projects, sometimes simply going in on tourist visas, as former employees have told the Guardian they did for US elections — apparently employed in violation of Federal law.
Nix also offered details regarding the services of professional ex-spies from Britain and Israel. We need to look at the databases. We need to look at the servers and understand how data was processed or deleted by Cambridge Analytica. Cambridge Analytica said the Channel 4 News investigation contained false claims, factual inaccuracies and substantial mischaracterisations. It accused Channel 4 of setting out to entrap staff by initiating a conversation about unethical practices.
It rejected any suggestion that the company used fake news, honey traps, bribes or entrapment. Admitting he misjudged the situation, Nix said: I am aware how this looks … I deeply regret my role in the meeting and I have already apologised to staff. I should have recognised where the prospective client was taking our conversations and ended the relationship sooner.
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