New research, published today in the journal PNAS, shows that surprisingly accurate estimates of Facebook users' race, age, IQ, sexuality, personality, substance use and political views can be inferred from automated analysis of only their Facebook Likes - information currently publicly available by default.
In the study, researchers describe Facebook Likes as a "generic class" of digital record - similar to web search queries and browsing histories - and suggest that such techniques could be used to extract sensitive information for almost anyone regularly online.