Facebook says the result of the vote will be binding if at least 30 percent of active users participate, and "advisory" if that threshold isn't met. But rather than earning praise for turning to user-friendly bylaws for its so-called data use policy, the company has set off a new round of criticism about its alleged disdain for user privacy.
According to Schrems, the dossier revealed that Facebook was violating European law.
When Facebook announced the proposed changes last month, it said that if it received more than 7,000 substantive comments on them, it would hold a referendum. More than 40,000 comments came in, thanks largely to a campaign by the nonprofit that Schrems runs, Europe v Facebook. The nonprofit has amassed a significant following on social media, including more than 5,200 "likes" on Facebook itself, but the biggest influx of signatures came after Schrems appeared on a popular German television show.
Although the vote could be seen as a win for privacy advocates, Schrems described it as a sham.
Schrems said that in its handling of the vote, Facebook effectively "hid the polling center." The voting, he explained, is not prominently featured on the site. The company also demanded that huge numbers of users comment on its proposed changes in order to trigger a vote, but was then critical of the mass-organizing tactics that Europe v Facebook used to turn out the comments, he said.
Facebook defended its efforts to elicit user feedback.
"To promote the vote, Facebook has served nearly a billion impressions to users, including mobile-only users, and will continue to do so. Once someone votes they can choose to tell their friends they did so in their friends' News Feeds," a representative wrote in an email.
U.S.-based privacy advocate David Jacobs, the consumer protection counsel at the Electronic Privacy Information Center (EPIC), was also dismissive of the referendum.
"The notice has been seriously inadequate. As far as I can tell, only members of Site Governance and Facebook and Privacy pages were notified, and the vote is only open for a week," Jacobs said. "The procedure seems to be flawed, unless the goal is to have a vote that doesn't really mean much."
Both European and American privacy groups are advising users to vote against Facebook's proposed changes. Schrems said the changes don't do enough to address the potential illegalities flagged by the Irish data protection commissioner. He took a recent ZDNet interview as evidence that the commissioner's office will demand changes from Facebook even if users approve the new policy.
Schrems' group sees the vote as a way for users to communicate to Facebook that they want more privacy protections.
EPIC's Jacobs said users should vote against the new policies. Voter approval could just entrench practices that don't really safeguard user privacy, because the new policies are more explicit without offering more protection, he said. That would make them harder to fight. According to Jacobs and other privacy advocates, American laws mainly restrict companies from diverging from what they tell users about their practices with personal data.
Pro-privacy software vendor Abine, which points out a privacy advisory email, is also telling users to vote against Facebook's proposed changes. The company has suggested that users may lose privacy protections under the new policy.
Unless opponents pull off a last-minute media coup, it seems unlikely that the vote will amount to more than a measure of user sentiment. With voting scheduled to end at 9 a.m. Pacific time on Friday, the total number of voters as of late Wednesday afternoon had not reached even 10 percent of the number needed to make the vote binding. About 85 percent of voters were rejecting the new documents.