Mark Zuckerberg is on the apology tour to end all apology tours, but nobody's that convinced

We have to respond to the Facebook and Cambridge Analytica revelations as citizens, rather than consumers. After all, selling trainers is very different to influencing the outcome of a democratic election

One thing has become apparent in the last few days: the data barons have replaced the infamous oil barons as the surreptitious despots of our era, and Mark Zuckerberg is the number one offender. Since the Cambridge Analytica story was first published, the truth of what has gone on at Facebook – at least what we’re able to confirm – has only gotten worse.

The first charge was that the information of 50 million Americans was taken and ostensibly given to Cambridge Analytica. Facebook and Zuckerberg said nothing for weeks until the fever pitch of governments and individuals reached an insurmountable level. He finally emerged to confirm that it was in fact the records of 87 million people worldwide, including over 1 million Brits.

Let’s be clear: this wasn’t a forthcoming admission of responsibility. As Christopher Wylie, the whistleblower who brought this to light has said: “At every step of this story, Facebook has lagged behind the truth. It was only when I came forward with documents – signed contracts and invoices – that proved Cambridge Analytica had funded the harvesting of Facebook profiles that it was finally forced to own up.”

Now we find ourselves party to the “apology tour” to end all apology tours as Mark Zuckerberg appears before US Congressional Committees made up of non-digital natives who ask questions that any 17-year-old with a smartphone could answer as they watch in awe as if he’s some sort of wizard.

Watching the US hearings is “sort of like watching your granddad try to fix a VCR”, in Wylie’s words. The knowledge gap is so wide, it’s difficult to have any confidence that they’ll be able to understand – much less solve – this problem. Zuckerberg even had the audacity to use the taking of his own data to frame himself as a victim. Instead, all it suggests is that he and Facebook are more irresponsible that previously thought. To note, he has so far refused to come to the UK, perhaps scared he may be asked a genuinely difficult question.

While we can’t be certain of how much this data mining may have affected the Brexit referendum, what we do know is the broader revelations of cheating by Vote Leave involving a suspected overspend on digital advertising should be the moment we push for fundamental reforms.

This is now a truly global issue and demands a global response. The revelations about Facebook and data harvesting apps that operate on their platform require us to look at how we engage with the internet not as consumers (on which basis most interactions happen as social media is now mostly one giant billboard designed just for you) but as citizens. Citizens with rights and responsibilities in a democratic society. Selling trainers is different to influencing the outcome of a democratic election.

The UK is perfectly positioned to lead the world on this issue. Just as countries the world over look to the “mother of all parliaments” to set a standard for the rule of law and democratic norms, so, too, could they look to us to pave the way for those same rules and norms in digital spaces.

The government should immediately launch a six-month time-limited commission to draft this digital bill of rights. It should include not just lawmakers but non-governmental organisations, responsible internet actors and – most importantly – individuals of different ages, economic backgrounds and viewpoints. It is our democracy, after all.

There is precedent for this. We saw how quickly the MPs expenses scandal led to reform and while the Leveson inquiry took time, fundamental reform came as a result. Let’s use this disturbing time in our history – of fake news and echo chambers, data mining and cheating elections – to push for change. This is the moment and we mustn’t be complacent. If not now, when?

Kyle Taylor leads the Fair Vote project