Facebook Login Button Disappears from Big Brands Sites

Various sites have started removing the login button via Facebook due to the company's reputation issues and modest user growth, according to CNBC.

Rakesh Soni, CEO of LoginRadius, a digital identity management company, believes:

People started feeling like it’s a breach of their personal space.

For example, until about a month ago, it was possible to log in with Facebook on Dell's website, but now that option has disappeared. Dell is not the only company that has removed the button. Other major brands have already done so, including Best Buy, Ford Motor, Pottery Barn, Nike, Patagonia, Match and Twitch.

Dell’s chief digital and chief information officer Jen Felch attributes the removal of the authorisation button via Facebook to the fact that people stop using such buttons "for reasons that include concerns over security, privacy and data sharing".

Users are slowly losing trust in Facebook after the Cambridge Analytica case in 2018 when the data analytics firm collected personal information from 87 million Facebook profiles and used the data to target ads in the 2016 presidential campaign. During the Covid-19 pandemic, Facebook users were flooded with misinformation about masks and vaccines. And from documents published last year by former employee Francis Haugen, consumers learned that Facebook was aware of the harm its products were causing but in many cases made no attempt to correct it.

Facebook is now preferred by 38.7% of users, but the figure has fallen by 5 percentage points since 2019, while authorisation on sites via Google is chosen by 38.9% of users, representing an increase of nearly 1.5 percentage points from 2019.