‘We’re sorry for letting your data be exploited’
Facebook has got itself in all sorts of trouble in the past few years, which has likely played a part in a gradual decrease in usage. The worst of its problems came in 2018 when millions of Facebook users' personal data was harvested without consent by Cambridge Analytica to be predominantly used for political advertising.
The initial response to the revelations from Facebook’s founder and CEO, Mark Zuckerberg, was one of silence – it took him five days to address the public. When he finally did, he did so with gusto, taking out full-page adverts in several UK and US newspapers to apologise for the company’s part in the scandal.