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Some of the sensitive data collection analyzed by The Markup appears linked to default behaviors of the Meta Pixel, while some appears to arise from customizations made by the tax filing services, someone acting on their behalf, or other software installed on the site. Report Deeply and Fix Things Because it turns out moving fast and breaking things broke some super important things. Give Now For example, Meta Pixel collected health savings account and college expense information from H&R Block’s site because the information appeared in webpage titles and the standard configuration of the Meta Pixel automatically collects the title of a page the user is viewing, along with the web address of the page and other data. It was able to collect income information from Ramsey Solutions because the information appeared in a summary that expanded when clicked. The summary was detected by the pixel as a button, and in its default configuration the pixel collects text from inside a clicked button.  The pixels embedded by TaxSlayer and TaxAct used a feature called “automatic advanced matching.” That feature scans forms looking for fields it thinks contain personally identifiable information like a phone number, first name, last name, or email address, then sends detected information to Meta. On TaxSlayer’s site this feature collected phone numbers and the names of filers and their dependents. On TaxAct it collected the names of dependents.

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Sen. Mark Warner of Virginia told the AP it is “frustratingly common” for technology companies “to have corporate practices that diverge wildly from the totally reasonable expectations of their users,” and urged policies that would give users more control of their data. Rep. Frank Pallone of New Jersey called for “comprehensive consumer privacy and data security legislation” in the wake of the AP report.