Det online sociale netværk – Facebook: Med fokus på vilkår, privatliv, børn og markedsføring

Marie Lovise Jensen & Camilla Krogh Nielsen

Student thesis: Master thesis


Since the first social networking sites came to Denmark in 1997 they have been used frequently. Social networking sites like Facebook are very popular and 2.4 million Danes have an active profile on this site. On Facebook former separated social connections are now joined together. The agreement between the user and Facebook are the terms, which are to be found on the site. The user transfers his personal information to Facebook forever, which can result in unforeseeable consequences. Children are in a phase in their lives where they are building an identity. On Facebook the user is presented with targeted marketing, which is made from personal information on the profile. This must have an influence on children. The user is not able to understand the consequences of the terms because these are written in long phrases, which are not transparent. Facebook has received criticism from users all over the world and has changed the terms this year, but the consequences of the agreement are still the same. A provision in the terms gives Facebook a license to use personal information in any way they want including giving the information to third parties who make targeted marketing. This is not legal according to Danish legislation. According to the terms the Danish user submits to American law. Our analysis shows that the Danish user is not necessary obligated to this and Danish law can resolve a conflict. But a Danish decision will properly not be recognized in the US. Furthermore the purpose of Facebook is not compatible with their use of personal information and they store information of the user longer than necessary. Theories of consumer socialization show that children in the age of 8 to 12 cannot foresee the consequences of their membership of Facebook. Morten Bay is more positive about young children on social networking sites. But despite of children’s great knowledge about the Internet and new media they are still children with all that implies of innocence and naivety. Children are motivated to use Facebook via the possibility to socialize with their network and staging themselves. Facebook is a media intended members over the age of 13. If children lie about their age to create a profile they are exposed to marketing intended adults. It is not easy for children to understand hidden marketing. Our analysis deals with narcissism and self-fashioning and parents need to take more responsibility to protect the children’s movements on the Internet. We recommend that users will be taught and advised how to protect themselves and others on the Internet. All in all the users have a great influence on social networking sites so they should learn and know more about safety online.

EducationsMSc in Commercial Law, (Graduate Programme) Final Thesis
Publication date2009
Number of pages142