people who think they aren't "on Facebook" actually are.
What do you mean by that?
Exactly that. Even if you yourself decide not to have a Facebook account (which may be a perfectly valid decision) please don't delude yourself you have "opted out" of Facebook. Unless you really do live an off-grid life (which, btw posting here clearly demonstrates is not the case).
Because even if you don't sign up, one or more of your friends, probably has. And, unless they are very atypical, they will have let Facebook upload their address book. Which has your email address in it.
So straightaway Facebook knows that you exist. It also knows who one of your friends is.
If you reapply that over 5, 10 of your friends, then even though you have never ever logged into Facebook, its algorithms are going to be able to make a pretty good guess at:
- your age
- your sex
- your geographic location - probably to city
- your rough interests (from your friends interests)
- your social status/income
all of which Facebook will use in it's marketing operations.
not bad, since you aren't on Facebook.
If you take that the EU is Facebook, and the UK is "not on Facebook", great. But everyone else is, in the sense they are dealing with the EU, even if the UK isn't.