* Wired…

In 2003, one year before Facebook was founded, a website called Facemash began nonconsensually scraping pictures of students at Harvard from the school’s intranet and asking users to rate their hotness. Obviously, it caused an outcry. The website’s developer quickly proffered an apology. “I hope you understand, this is not how I meant for things to go, and I apologize for any harm done as a result of my neglect to consider how quickly the site would spread and its consequences thereafter,” wrote a young Mark Zuckerberg. “I definitely see how my intentions could be seen in the wrong light.”

In 2004 Zuckerberg cofounded Facebook, which rapidly spread from Harvard to other universities. And in 2006 the young company blindsided its users with the launch of News Feed, which collated and presented in one place information that people had previously had to search for piecemeal. Many users were shocked and alarmed that there was no warning and that there were no privacy controls. Zuckerberg apologized. “This was a big mistake on our part, and I’m sorry for it,” he wrote on Facebook’s blog. “We really messed this one up,” he said. “We did a bad job of explaining what the new features were and an even worse job of giving you control of them.”

Then in 2007, Facebook’s Beacon advertising system, which was launched without proper controls or consent, ended up compromising user privacy by making people’s purchases public. Fifty thousand Facebook users signed an e-petition titled “Facebook: Stop invading my privacy.” Zuckerberg responded with an apology: “We simply did a bad job with this release and I apologize for it.” He promised to improve. “I’m not proud of the way we’ve handled this situation and I know we can do better,” he wrote.

By 2008, Zuckerberg had written only four posts on Facebook’s blog: Every single one of them was an apology or an attempt to explain a decision that had upset users.

In 2010, after Facebook violated users’ privacy by making key types of information public without proper consent or warning, Zuckerberg again responded with an apology—this time published in an op-ed in The Washington Post. “We just missed the mark,” he said. “We heard the feedback,” he added. “There needs to be a simpler way to control your information.” “In the coming weeks, we will add privacy controls that are much simpler to use,” he promised.

I’m going to run out of space here, so let’s jump to 2018 and skip over all the other mishaps and apologies and promises to do better—oh yeah, and the consent decree that the Federal Trade Commission made Facebook sign in 2011, charging that the company had deceptively promised privacy to its users and then repeatedly broken that promise—in the intervening years.

Last month, Facebook once again garnered widespread attention with a privacy related backlash when it became widely known that, between 2008 and 2015, it had allowed hundreds, maybe thousands, of apps to scrape voluminous data from Facebook users—not just from the users who had downloaded the apps, but detailed information from all their friends as well. One such app was run by a Cambridge University academic named Aleksandr Kogan, who apparently siphoned up detailed data on up to 87 million users in the United States and then surreptitiously forwarded the loot to the political data firm Cambridge Analytica. The incident caused a lot of turmoil because it connects to the rolling story of distortions in the 2016 US presidential election. But in reality, Kogan’s app was just one among many, many apps that amassed a huge amount of information in a way most Facebook users were completely unaware of.

* The Sun-Times editorial board has some questions Congress should ask Zuckerberg…

Shouldn’t users be allowed control their personal data? Specifically, should the United States adopt controls similar to the European Union’s General Data Protection Regulation, which goes into effect next month and lets users correct data and transfer their data elsewhere, while letting regulators impose big fines on companies that don’t comply? If such a law is not the answer, in what other way can users regain control of their personal information? Why does Facebook oppose a proposed California ballot measure that would give users the right to know what data about them is being collected and how it is being used?

In your prepared remarks released on Monday, Mr. Zuckerberg, you talk about how Facebook has failed individuals. Doesn’t the company, by its enormous reach, also have large responsibilities to our democracy and our nation as a whole?

Facebook knew about Cambridge Analytica’s data gathering back in 2015. Why wasn’t the public told then?

Is the model of a company that collects personal data to sell to a wide variety of advertisers and others simply incompatible with the goal of protecting users’ personal data, some of which is collected without their knowledge? Will Facebook make it possible for users to retract information they no longer want to be accessible to others, including information gathered through facial recognition software? Over the weekend, “Saturday Night Live” mocked you for resisting this kind of empowerment by Facebook users.

How many other companies are using deceptive techniques to gather data via Facebook, and are they mishandling it once they have it? Recently, Facebook suspended another company, CubeYou, that used personality quizzes similar to the one Cambridge Analytica used to access the personal data of users and their friends. Will Facebook be able to stop such abuses in the future or are they beyond control?

Why didn’t Facebook do more to keep fake news from circulating and prevent foreign interference in our elections? Can we expect a future in which trolls and other abuses of social media become a regular part of political campaigns?

How can we be assured that large social media companies won’t use their power to favor politicians whose views align best with those of the companies? How can we be assured that a particular politician or party won’t get broader reach, cheaper ad rates or more access to user information?