Cambridge Analytica’s Kenya election role ‘must be investigated’

Cambridge Analytica say they played a massive role in the election of Kenya’s President Uhuru Kenyatta who beat Raila Odinga last year.

A full investigation must be carried out into a UK consultancy firm which helped take Kenya's President Uhuru Kenyatta to victory, the main opposition coalition has told the BBC.

Published on BBC

Cambridge Analytica say they played a massive role in the election of Kenya's President Uhuru Kenyatta, left, who beat Raila Odinga, right, last year.

National Super Alliance (Nasa) official Norman Magaya accused Cambridge Analytica and the ruling party of trying to "subvert the people's will".

Cambridge Analytica bosses were apparently caught on camera boasting of the control they had exerted in Kenya. The company denies any wrongdoing. Mr Kenyatta's Jubilee party have downplayed the impact of the group, saying they employed the company's parent company, SCL, to help with branding.

Cambridge Analytica first hit the headlines after helping US President Donald Trump to his shock win in 2016. However, questions are now being raised around the world over its methods - including the use of data harvested from people's Facebook pages.

Cambridge Analytica say they played a massive role in the election of Kenya's President Uhuru Kenyatta, left, who beat Raila Odinga, right, last year

Read entire article Cambridge Analytica's Kenya election role 'must be investigated' | BBC

What is Cambridge Analytica?

Cambridge Analytica is a company that offers services to businesses and political parties who want to “change audience behaviour”.

It claims to be able to analyse huge amounts of consumer data and combine that with behavioural science to identify people who organisations can target with marketing material. It collects data from a wide range of sources, including social media platforms such as Facebook, and its own polling.

With its headquarters in London, the firm was set up in 2013 as an offshoot of another company called SCL Group, which offers similar services around the world.

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