Facebook recently unveiled a new mobile version of their site aimed at developing markets called 0.facebook.com. The site is optimized for mobile networks and devices, but the real coup is that Facebook has partnered with more than 50 mobile operators to offer the service for free. Leaving aside increased fragmentation of the Internet and what this means for local entrepreneurs trying to build the next MXit (both important issues), I wanted to consider the privacy implications of this.

Unless you’ve been under a rock, you’ve probably heard that Facebook has an abhorrent record on privacy protection. Stemming from its founder’s quixotic views and a financial incentive to expose user information, Facebook has used frequent policy changes, byzantine controls and double-speak to push the nearly 500 million users to a situation where they have far less ability to control who has access to their personal information. In the U.S., and even more so in Europe, there are institutional manners in which this is partially combated. Regulatory agencies can direct behavior, advocacy organizations can promote change, and the media can raise awareness. While we are certainly not in a perfect situation, I fear the developing world is in far worse shape.

Facebook is already popular in much of Africa. Users already access it from their mobile phones. But free mobile access is likely to even further drive adoption and use throughout the continent. Over the years, Facebook has made its lack of commitment to privacy clear; 0.facebook.com is not going to change that. But do African nations have sufficiently capable consumer protection agencies? Do they have NGOs focused on the emerging issues of digital life? Is the media providing informative commentary on the implications of the Internet? More fundamentally, are there African researchers examining privacy from a local context? And do users of new media have the literacies they need?

It is essential that Africa takes on this issue on its own terms. Privacy norms, practices and expectations may differ between Nigeria and Nebraska; tackling privacy policy should, too. That being said, international NGOs, and even wealthier countries or donor agencies can play a role.

Take, as a comparison, the issue of gay rights. Homosexuality is illegal in at least 37 African countries and two men were just sentenced to 14 years in Malawi. Amnesty International has taken up the case and is drawing public attention to it globally, the independent Center for the Development of People was formed by Malawians to promote change, and the government is fearful of losing donor funding over the issue.

This is the type of confluence of forces that are likely needed for positive change, whether on gay rights or privacy protection. Will Africa reach it for the latter?

[*Apologies, as always, for grouping "Africa" together as one entity. It's not. I know; I'm guilty.]